 And then somebody from the team would give you a statement denying it. And then you'd have your story for the evening edition. And that's the kind of trickeration that went on with this Kevin Durant story. You start the rumor in the early part of the day. You spend all day talking about it. You're feeding the content machine. And then, presto, the Suns owner comes out and denies the speculation. And boom, boom, boom, boom, boom. You get another story.