I think the thing is that it's diminishing returns to some degree, right? Because the first game you're going to get a bunch of people who don't have Amazon Prime that love the NFL and you sign up. But when it gets to year two, three, four, five, you know, it's not nearly as much of a mover as it was probably previously. I imagine they're probably pretty happy with how it's gone so far if they're releasing press releases of how many or how many signups they've gotten. If you guys are great at broadcasting something, like you're just going to go have an audience and people are going to listen to you do it.

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