 Same thing, the creation of things. I remember talking to Steve Byrne, the stand-up comedian and actor, had the show on TBS, was it Sullivan and Son? And I remember him going to his friend Vince Vaughn and saying, you know, what do I do? And he goes, you got to create content. Yeah. It's content. You got to write. You got to create the content. It's what Nate Bargatze right now is focused on, who is huge in the stand-up world, but he's also...