 It is, absolutely. And I think long-term, you know, there have been these perceptions from some people that museums, art galleries can be kind of dull, but these are exhibitions that feature artworks, fashion, and these are stars that are very attractive to young audiences. So it's a way of more or less having a friend in your ears when you go round these exhibitions. You almost feel like you're getting a voice from back home, being able to communicate...