 I mean, basketball has always been star-driven. For whatever reason, the past has always been, you know, about programs and coaches being kind of the stars. And for kids, you know, it's like, oh, Geno versus Coach Staley. Like, this is a big game tonight. You need to watch it. And they're like, no. But now you have these players where, you know, they're iconic, where you can use their name. And it's not that the players in the past weren't iconic. I mean, you talk to Sue Bird. Yeah.