 Same thing, the creation of things. I remember talking to Steve Byrne, the stand-up comedian. An actor had the show on TBS. It was Sullivan and Son. And I remember him going to his friend Vince Vaughn and saying, you know, what do I do? And he goes, you've got to create content. Yeah. It's content. You've got to write. You've got to create the content. It's what Nate Bargatze right now is focused on, who is huge in the stand-up world, but he's also...