 Press does this. Maybe there's an event, Oscars, Emmy, something like that. Somebody prominent dies. Nobody is cognizant of it, at least because they're getting dressed. They're in the limo. They're on their way over. They might not be aware that this person. And then on the red carpet, yeah, so-and-so died. What do you think? And it's like they're hearing it for the first time. They're not prepared to have something. And sometimes if they're not good at working on the fly like that,