 No, no, it stays. It stays on the phone. It's on Tic Tac. It's on any number of platforms. And so things are different. We're balkanized. We don't all get our news from Walter Cronkite. We don't all watch Ed Sullivan on Sunday night. We're not all listening to the same music and radio. No, we're not. It's changed. And so we've got to reel ourselves back in.