 But if they somehow, someway make it to a Big 12 championship game, that will be one of the most viewed football games of the entire year. And not because anyone's a Colorado fan. It's because everyone wants to see what is going on with Deion Sanders. This is what I'm talking about. This is what makes Lane Kiffin a brand. People want to see what Lane Kiffin is going to do, win or lose. I think Texas falls into that category as well.