 No, it's weird. It's almost like that's the thing to do. Whatever Cole does is the thing to be doing at that moment. And we just all feel like that was the right move. Do you remember what it was like the first time you saw one of his videos? I do. I remember seeing it and I was like, that's my boss. And he just made that video. And it was so cool because I went and even showed some of my friends. They're all like, who's this guy? It's like, that's my boss.