 that it truly lets regions shine and cities shine that otherwise wouldn't even be on the map. Like how many people in the world really even understand where Knoxville, Tennessee is? People oftentimes are surprised to find out it's as far from Nashville as it is because, you know, you think they're sisters. It's the other side of the state, yeah. Yeah, it's like it takes a good solid three and a half hours to drive there. The shadows of the Smoky Mountains. But how many people would even know what Knoxville is if it wasn't for, you know, frankly, Tennessee football?