 it's harder and harder to go out and find places that cover everything because you don't make as much money covering everything as you do if you just cover the Lakers every day, right? So that's real to the business. So how do you get the business side of owners that are making a ton of money in baseball to care more about, hey, why don't we value – why don't we surge the value in our day-in and day-out product and focus less on October –