I can't imagine being a common sense human being in September 2022 and not understanding that brand is built on social. I genuinely mean that. I mean, you'd have to be so subconsciously religious about what you were taught in college about how brands are built to be anyone that doesn't see it. So I love when people are like, Gary, TV works for me, and you spend $6 million on that campaign. I'm like, it should work.