 Well, we didn't create competitive eating. That predates all of us, and I would argue it goes all the way back to the cavemen when, you know, dead of winter, a rabbit walks in. That was probably the original competitive eating situation. But what we did, George and I, is sort of made a sport out of it, and we were blessed to have Nathan's Famous out in Coney Island. They've had, you know, for decades, a hot dog eating contest on the 4th of July, and over the past...