 Well, but Nathan's is sitting around saying, I mean, if you're Nathan's and you spend all this money on the hot dog eating contest every year, you don't want somebody coming out that represents another brand. It feels like, and if you're Joey Chestnut, you know, if you're getting more money, this is a little bit like the WNBA portion of it where we've talked for years about players making so much money on the side doing other things. If you're Joey, you make far more off of your deal with Impossible Foods and you're going to make,