 I need to emphasize this. You're talking about star power like Steph Curry, which comes from his talent, but it's something different. Once he, for example, had that run with Davidson in March Madness or what he became as his career went on in the NBA, there was a fascination with his game. It wasn't just the stat sheet of how many points did he score. Yeah, and it's almost like when we said the games, they kind of...