 And what about where the spending ends up? Because you pay an agency, at least traditionally, 15% of the media cost, or the agency gets the discount and keeps the 15% or whatever. And at one time, you used to see Army ads on television, national TV. That's expensive. And if you're at the $1.3 billion level a year, you're not buying much national television. Right. Again, that's something that'd be really interesting to see, but not with the data that we had. We weren't able to do that.