 This show will usually have something related to the Dallas Cowboys. You can call that engagement farming if you want. The Cowboys built a juggernaut in the mid-90s. Just as the Internet was coming along, the Cowboys become America's team. When their games are in the 4 o'clock window here on Fox, when they're on primetime, the Cowboys get massive ratings. So is it engagement farming for us to talk about the Cowboys all the time, or is that giving the people what they want?