 of American football without the physical side of it. Of course. I mean, on a personal level. But I don't know if that's the case for everybody. Well, hang on, hang on. I mean, the game, we've already complained, for those that remember a much more violent NFL than it is today, that they've softened the sport. And yet, in softening the sport, protecting the quarterbacks, making all these measures to make the game safer, it hasn't lessened the appeal of the sport. No, and let me... The sport continues to grow in popularity. But let me...