 It does play, man. It does play. The ability for some of these brands and players and teams to get eyeballs no matter what time of year it is. The name LeBron James, Bronny James. I think there also is a fascination, because you mentioned he didn't start at USC. Now, part of that could be he had a medical emergency at USC and in training camp, I believe it was, maybe before training camp. And maybe that kind of slowed down his ability to start for them this season. But USC was...