 Yeah, Max Reed in the story you mentioned really nails it when he says that these internets is dominated by a variety of different kind of disparate media entities that are all like sponsored by like sports gambling. I think that's a good like kind of framework. We're talking various college sports podcasts. We're talking about these guys that do these kind of man on the street interviews. So it's kind of raunchy. It's kind of profane. And it's reminiscent of kind of like a –