How, how, how did we get off the beaten path to a point where it wasn't the way that Fanatics has now taken over everything?

I think that, uh, you know, Ruben is brilliant, you know, and got all these deals with all these things that we weren't even thinking about.

We were s- thinking autographs and appearances.

You know, his appearance business does about 100 million a year, you know, stuff that I'm doing, and I, I've heard him say, you know, they're only making 10, 15%.

It's probably not even worth it compared to selling the shirts and all the other deals he has.

But we were staying in that lane and we didn't think about the other lanes, and that's really what happened.

But the big move for us was '93, Messier comes over.

Yeah.