 We were told all along by insiders to the company, by the restaurant industry, that this was one of the most successful ad campaigns ever, and he was the face of it. It is possible that maybe he was incredibly influential, and these ads were really powerful and moved demand early in the ad campaign. But maybe by this point, it had run its course. And even though Subway was continuing to pay him, it wasn't really adding much. But another possibility is that all along, the firm was overestimating...