 And hopefully people will reward them the same way they did with things like targeting on the wrong side in the stores and with the right direction they rewarded them. Hopefully you don't get the Bud Light treatment. So that's interesting. But the other one I want to call in real quick on pro sports is after the NBA Finals. NBA Finals, the Boston coach. Now, from a Texas standpoint, our Texas team, Dallas Mavericks, were in the finals with the Baltimore Celtics. But the Baltimore Celtics coach, I'm a real fan of him.