A, the thing that i just love about it is the, it's this sort of shad topic. And so i think the same thing that happens around this kind of fantasy of world warcroft should happen around the next generation of sports and entertainment. But to build that, you can't just sho horn it into an existing gaming community like twitch. You really have to think about how are you going to go and approach these different communities like battle rap and whatever the next thing we want to do. It has to be authentic to that culture and community and has the right sensitivities to bring life in a way....