 in radio or in whatever, you know, what pays? Content creation. If you can create the content that's unique. Same thing, the creation of things. I remember talking to Steve Byrne, the stand-up comedian and actor, had the show on TBS, was it Sullivan and Son? And I remember him going to his friend Vince Vaughn and saying, you know, what do I do? And he goes, you got to create content.