 and spend the money and know that what we did was going to be seen by a lot of people. And it's different now. The audience just isn't there anymore. The budgets aren't there anymore. And it's frustrating. When I started at Channel 11, we were dead number four in the market. And because of the great hires that we made with Paul Majors and Diana Pierce and Paul Douglas and the list goes on and on, Boyd Hooper,