 And I just realized we'd seen this already. And I'm watching a bit. I'm thinking, ah, I bet they buy airtime wherever they can get it and keep running the same program. And I thought, I wonder if you can do that with radio. Well, we called our radio agency, and they said, well, we've never heard of that done, but we don't know of any reason it can't be. And so they sought some airtime.