 Well, I mean, it is after all. I mean, it started out as just a purveyor of books, right? I mean, Jeff Bezos was just out there trying to more or less democratize the book market. And lo and behold, look where we are today. I mean, this is a company now. That valuation, incidentally, represents $8,700 per prime member in market capitalization. Something like 230 million prime members at this point. I mean, that's...