If they didn't have that data, they wouldn't know how to keep that programme up in the minds of people. The whole world has changed in this space. We used to have a lot of long-form documentaries in New Zealand and around the world, in fact. That has gone by the wayside, except for on YouTube now. That has become the new, hot sector on YouTube, which is long-form videos, interviews with people like Joe Rogan, or the Weinstein Brothers. You know, I watched an hour long interview the other night with Bjorn Lomborg.