Because I've been plugging Lex Studios.

Right.

All right.

So we're in Lex Studios and we're in central Kentucky and Lexington, Kentucky through a series of events.

This is where I live and where Wrigley Media Group is headquartered, where I've been working for years and years and years, no longer as a full-time employee.

But during the course of that, the state of Kentucky put together a tax incentive plan for entertainment, entertainment incentive.

And I forgot all the different groups that are involved with and they've just reshuffled, but they realize that they have the opportunity to attract film crews, television shows, game shows, everything to come to Kentucky if you incentivize them.

So after many years in television, Tim, what do you think defines great storytelling today? I know, I'm sure that question, if I would have asked you in the 90s, is different than now.