 Well, I think the first thing is we're all college football fans ourselves, just like Jesse is. And we look at that landscape and go, this is a wonderful place for us to play and for us to create. And we had this mantra that every school is somebody's favorite school. And with that kind of backing us up, then we went in to try and think about all the details, all the traditions, all the things that make people feel passionate about the school of their choice. And that was really what we needed to reproduce. So it was a huge technology hurdle to get over to make sure that we could deliver that scale successfully.