 And he essentially pitched it as a survivor in the city. So it was his idea. He cast Trump. And Trump is indistinguishable from that show. He's inseparable from it. And he's the main outcome of it. I mean, they rebranded Trump. That was a show about marketing. And he was the ultimate marketed object. They took a failed businessman who was a sort of cartoon guy who was appearing doing cameos on sitcoms in the 90s.