 And he's not wrong about the engagement farming economy. It's a fascinating discussion, but here's what he misses. It's one thing to be part of the engagement farming industry, which is what we are. And you're not engagement farming. You're talking about what people are interested in. There are people in an airport right now because I get texts about it all the time. Jason, saw you on TV at an airport. They're walking by a TV and they're going to see that bug on the screen and they're going to see JJ Redick, F-bombs, engagement. Whoa, do I need to stop and pay attention to this?