 the short-term hit of losing that to then get more eyeballs for the rest of the year. And I don't know that anybody likes the concept of a short-term hit anywhere anymore. It's such an immediate reaction in society. That's why I constantly even say with the way media covers things, it's harder and harder to go out and find places that cover everything because you don't make as much money covering everything as you do if you just cover the Lakers every day.