 it's just not the same. And so he has to think outside the box, and he has. Whether it's the naming rights of the league itself, whether it's private equity, all the things that he's done, but being here in Las Vegas, one of the things that, it's a clear difference, at least from, for example, the Pac-12, which is still having its event today, even though it's two teams in Washington State and Oregon State, which we can get to at another time. But