CNN's John Sutter says he doesn't think this is going to be a one-off move. He thinks BuzzFeed will try out various things as it gets going, and its stock has jumped 50% since the story broke. But when we look at this BuzzFeed thing, so the BuzzFeed obviously is like a news company. That's how they've always been framed. So I'm really curious strategically whether this starts to position them as more of almost like gaming company.