 Period. Like, not even close. And look, we discussed earlier, Jerry Jones and the greatness of Jerry Jones. The Cowboys are always a talking point, even when they're mediocre. That's the brilliance of it. I'm telling you. You got to give LeBron James some credit. Because he's brilliant. You have to. Yes, you have to. I mean, even if it means his kids. Like, they're going to be in the headlines now. I mean, it's amazing marketing. Yeah. It's amazing. Like, it's...