 Just letting you in, right? And look, part of that is brand building. If they don't know you, you can't market them. As good as they are on the field, I need to know you personally a little bit. And that's where we have the changing dynamics, certainly in the NBA side of things, when you had all these international players up at the top, and that's not going to the face of the game conversations or whatever. It's just more a how do you get over, and you're starting to see –