 But it's short. It's bursts. And I think that's easier to pay attention to in our media-driven society of everything's a snap, everything's a burst. And how many people sit down and read a long book anymore? Very few. But are they looking at the reels on Instagram and Snap and all these things? They're nothing more than 30 seconds. Well, the bull ride as an event is about two hours, but it comes in short bursts. So it's always keeping your attention, something new, something fresh all the time, which...