 And that goes back to candid camera and candid microphone, which now people think of very nostalgically, but at the time were considered very shocking and radical products. And people had a lot of negative things to say. So part of it is industry saying, we don't want to be associated with something yucky and shameful and gross. But the other thing is that there was no slot for it. Like, there was no thing called reality television. People kept trying to name it different things, like dramality and stuff. But