 Well, that's one thing we can do. A lot of these guys, you know, a lot of these media guys are ex-radio guys. And so they love radio because they know the spontaneity. It's nothing scripted. You know, the TV people, everything's written for them, right? So they just walk in here, sit down on the chair and read this. Whereas radio people are just like, well, you just kind of talk whatever comes to mind and you hope it all works out. It's very real. It's very immediate. It's very real. No, that's right. I've always loved it. Theater of the Mind is radio. It's just fabulous.