 how much the ad campaign was contributing to their bottom line. Well, I think that's right. I think that there's an incentive for marketing directors to tell their companies that they, the marketing directors, are having a great effect on sales. That, again, is Al Roth. And if what you've done is hired a spokesperson, then you say the spokesperson has had a great effect on sales. We did a two-part series of Freakonomics Radio a while back called Does Advertising Actually Work? The short answer...