 you know, people are no longer making up their jobs. Like, when they made The Apprentice, that was a professionally made show made by people often who'd made other shows, including Survivor. They knew how to put together challenges. They knew how to cast a show. There were a lot of things about that show. They were very proud when they were making that show because they were like, we're making this highly professional, huge hit on NBC. Right, because... Because Jeff Zucker talks in the book even about how he got it when ABC didn't get it. Right, there was a whole...