 A very, very stylized kind of way of doing it, but so stylized that there was never any question when you were listening to Lowell Thomas who that was that you were listening to. The same with Harvey, the same with Lowell Thomas, the same with Gabriel Heater. I mean, all of these guys had their own way of doing it. A persona, an audio persona. And they didn't try to sound alike. They tried to sound like somebody else. Right. I think that's exactly right.