 He's must-see TV. Everybody tunes in. Everyone has an opinion, whether you love him or hate him. You tune in and you watch. Those ratings speak for themselves. And Colorado probably understood that. And at the table, they were like, yeah, you want us? I know why you want us, because we are a draw. Regardless of what the record says, we are a draw. And you're going to pay us for that brand name that you're linking to your conference.