I don't know if the big three are successful, but they seem to have hit some cultural zychist. But i'd say anybody who's trying anything different and innovative is getting some level of attraction. I think for us, we alreaty have fifty million followers, and we reach a hundred million people every month. And there's no doubt that basket ball is the sport that is most firmly located in culture. Every wrapper wants to be a hooper, and vice versa. So it's an amazingly fun ace to play.