The barrier to entry is lower. There's no talent fee, there's no talent agent mething of the barriers to entry that have come down. Celebrity has become very commoditized. And by the way, that's what all of this migration, all this gentrification we're talking about, its going to that, or at least reduce it. You know, were we'll get to a billion on the back of host red ads. O, k. But guess what's going to happen then? It's going to be dynamic insertion. They're going to jam these shows so full of commercials that people won't recognize it....