As a, a CMO, how would you navigate this i- because your objective would be commercial outcomes.

Yeah, absolutely.

S- Well, I mean, you look at the market that they're competing in.

There's a duopoly in the US with Kelsey and Polymarket, so there obviously, there's, they, they pretty much manage the entire market.

So this is a, a small player that's trying to break that duopoly.

So what they're trying to do is say, "Okay, well, how do we do that?" Doing something controversial, getting pe- this out there in the start of an NFL season, in particular, um, you got the NBA and so forth.

So they're wanting to actually try and market themselves in this space, and in six days, I think it actually broke so many records in views across Instagram, X, YouTube, um, the amount of people that are actually engaged in it.

Was that a deliberate move from your side?