 to basketball's minors here for a year, and then he'll be in the NBA the following year. So you have these moments where these things are created. You can try to hype somebody, try to create... It's like when LeBron was 16 playing in Chicago, and he was tearing up NBA veterans. And all of a sudden, word gets out, the kid from Akron is tearing everybody up. So now, all of a sudden, the hype builds. Now, Cooper Flagg is not asking for this, but...