Is There a Constant Sensation That People Are in Market and Out of Market?

Geico is a great example of how this plays out. I think there's a constant sense that people are in market and they're on air pretty much 52 weeks of the year. But they're doing multiple campaigns, creative executions based upon the same strategy. They have their sort of distinctive brand assets, both in terms of characters, colors, storylines. And so it seems that part of the, I mean, what I would take away from this is go with the John Dawes model and what John Herman is talking about.