 Well, I was going to sound stupid, but obviously being invested in sports. And I read the same article, and I looked at it as not – it kind of tended towards going to live events. And I know that that's what the social piece is, that you're in a group of people. But you can watch sports at home and still be in that. I think it was the emotional attachment to the team. And when we were on Jack yesterday, we talked about the Patriots.