 weaving the fabric of who we became because that was such an important point to him that he made it an important point in the contract. And then moving forward, it was always part of the fabric of the bowl game. And it's what we are, who we are, and why we do what we do. And John was a big piece of that. Of course, Ali Farhang, one of the founders of the bowl, was a big advocate of that as well. And it's just something that has really...