 It makes sense. I mean, it's a tangible feeling now, right? It's happened to a point where it's almost imprinted on your DNA because that's what you've seen. That's what you've been accustomed to. I understand it. I get it. Sports is just a different... Sports is a different animal. I know we go into the year... Again, we talk about teams having expectations of all having this idea that we're going to win a Super Bowl, right? It's no different with the fans. I think with the fans' perspective of it, though, it's...