 Right. Regardless of whether you had a cable package or not, there just wasn't this fluidity and openness. And we're going to talk about the NBA rights deal. Right. Seventy six billion dollars, even though the ratings are what they are. But it's the last bastion of must watch stuff. Right. Live sporting events. So you can get advertising rates, et cetera. The curiosity on the other side is Cuban selling his interest. Jordan selling his interest. And now the Celtics and changes everything.