 Advertisers will pay more to be part of a sporting event because it's the one thing you can't just flip through. You've got to sit there doing the commercials. You can't really do much else. They've got the captive audience. So that's really hard to find. The question becomes at what point is it the rate of returns that doesn't make any sense. And I think you're sort of at that with a lot of this. Now, there's a lot of inventory of basketball games.