The fitness, the fitness is polarizing in its nature. That's true. And then you find someone in it, Greg or myself at the top and people who are leading it. And then they become easy targets. You know what's funny about all the people that attack us to? It's like, um, well, I don't like bodybuilding for one, but you will never find me on any bodybuilding sites or any bodybuilding forums talking shit about bodybuilders. Otherwise, echo would be calling you out.