 And it's an outcropping of COVID, which you mentioned once before. People couldn't watch. People couldn't go there. That's where this kind of came from at that point. It did. And people love their hometown kids. They love watching them. They love rooting for them, cheering them on, going to the events. As we can see, one of the fears we had was coming out of COVID and still streaming because a lot of us as schools were streaming our own events.