 for whatever reason, had a bigger brand. And maybe that brand was that Deion Sanders was going to come and bring a bunch of eyeballs to the game when his team is on, and that's going to bring more eyeballs to the conference. Maybe that has something to do with that. Regardless of what we may think about Deion, Deion is must-see TV. Well, we won't say Deion. We'll say Coach Prime. Regardless of what we say about Coach Prime, he's must-see TV. Everybody tunes in. Everyone has an opinion, whether you love him or hate him.