 So they've just beat us at the messaging game. I mean, they can tell you how they won, right? Bill Clinton goes on Arsenio Hall, starts playing the saxophone. Everybody's like, man, I want to be like that guy. They had no idea what he stood for. Most people out there were just like, this is the kind of the cool guy. Obama, hope he change you. What did that even mean? No one knew what that meant. If they knew hope he change you meant your insurance was going to be canceled, nobody would have done hope he change you. But they did it because they're just really good at messaging. So Trump comes along.