 They're buying this thing because of the athletes. They're buying those fights because of Mike Tyson, Evander Holyfield, you know, and all the other greats that fought. Not because of the commentators. Right. We don't want to hear their opinion. Did you like Cosell? Did he help sell that sport at that time? Well, he was critical. What's interesting is the relationship between Ali and Cosell. You could tell that Ali hated him in the early days and they would go back and forth. But they ended up respecting and liking each other at the end. But there was no...