 One or the other motivation can drive you to purchase. It could be, I'm very pro-Apple, and that's why I want to get a Mac. And other people are, I just hate PCs, and that's why I'm getting it. Not that I love those products. So it's a very fundamental distinction about our identity. Do I want my side to win, or do I want the other side to lose? And what kinds of advertising, whether it's political advertising or consumer advertising,