 Mark Burnett was able to sell it because of his skill at packaging a show with advertising. When he sold it to CBS, he essentially came up with a scheme in which the show would cost CBS nothing. So at the point that Les Moonves bought it, it was not really that much of a gamble. They put it on as a kind of summer experiment. And even if it had failed, it would have actually cost CBS nothing. And then it became a massive global hit.