 And maybe that's a bad phrase, but that's what they're kind of trying to do. They're trying to do it in a different way for the first time ever in college football history. What's the matchup that would unify all of us into, like, I can't take my eyes off of it? TV ratings off the charts. Social media, can't stop talking about it. Memes everywhere. What's the thing that creates the monoculture event? Which means, you know, it's like...