 It's just the way we cover the NBA, hell, the regular season doesn't even matter. If a team this year goes undefeated in the regular season, we wouldn't care because we'll still sit there and say, yeah, I got to do it in the playoffs. You got to see if they can take down the Celtics. See inevitability of the way we cover it. So we've essentially decided as a society that the only time that really matters or the whole world needs to pay attention to the NBA is...