 And they're doing interesting things like this AI move. They're bringing in all these different commentators. They're sending Colin Jost from SNL to Tahiti to cover surfing. That's the best gig. We need to we need to be like, I know. Where's my surfing coverage in Tahiti? I want to do that. When's the business going to do an episode in Tahiti covering the surfing competition? So, no, my point is this is a high priority for Peacock. And I think things like this are only going to draw more interest.