 Is that you learn what you're doing. And one of the things I learned is. Is that back then we were getting off the air. And we were in Cleveland eight years ago at 9 a.m. And... Most of the people. Who you want to have as guests. Are probably out late at night drinking brown water. You know what that means. So they don't get up as early as the rest of the world does. And they wander in around 9.30. So that's why we're going late. But...