 you know, people are no longer making up their jobs. Like when they made The Apprentice, that was a professionally made show made by people often who'd made other shows, including Survivor. They knew how to put together challenges. They knew how to cast a show. There were a lot of things about that show. They were very proud when they were making that show because they were like, we're making this highly professional, huge hit on NBC. Right. Because Jeff Zucker talks to the book even about it.