 So, yeah, I think for a long time, both because of shame and just because of a sort of pragmatic industry lack of ability to kind of imagine the sorts of shows, nobody picked up on it because no producer was an expert in it. After Survivor, everybody was an expert. But this takes us back to kind of where we started again with this entrepreneurial aspect where, you know, Fox needs material and there's a writer's strike. So suddenly there's a bigger...