It's more of a mindset than just looking at ticketing as a revenue channel to say, we want to know our fans well. And so that's the focus. We want really good data and data will help us better serve our fans and expand our customer experience from in the stands to the digital customer experience. That is an inspiring story for most. If you believe it can be, you believe it could happen, we'll show you why we're the best company to bring you there.