 When you have the purest of the pure of sports, all you got to do is line up 11 guys on one side of the ball, line up on guys on the other side of the ball, open all the sports bars, make sure you got enough wings and nachos and beer and fantasy football and people are going to tune in. You don't have to sell us on everything. And I feel like the NFL is forever trying to pitch themselves to us. I really don't care about this hard knocks, to be honest with you. And I'm probably sure that might be shocking to you because I care about everything football.