I'm in Arizona.

Okay, so you're in Arizona and then August rolls around again.

You're like, I want out of Arizona.

You come back to Utah.

We may or may not go back to that restaurant.

If we do go back and the matron comes out and says, hey, do you want our VIP program? We're going to see if it's a better deal.

If it is, we're going to buy it again, right? I do a lot of snowboarding.

So walk me through how you make that easy on us.

Oh

... at a fan park because it's so expensive, and the atmosphere, I've gotta say, was actually phenomenal.

But to your point, I think the thing that's taken me by surprise over the last kind of week or so, 'cause we're quite obviously early days in terms of the tournament, is, you know, it seems to be growing in momentum at the moment, and interesting about how the consumption of World Cup content, be it matches or highlights or other things, has been transformed slightly, shall we say, because of the differences in time zones.

Yeah

...

in the right mindset when they are most receptive.

And, you know, to your point, Matt, like, listening, utilizing modern technology to understand where those people are, not just being a stab in the dark and hoping for the best.

It's an interesting opportunity beyond a tournament like this, which is so big and so long, you know, and generates so much coverage.

Yeah.

Look outside of dentistry.

That's what we did with Dental Menu.

What's working in subscriptions outside of dentistry? Let's not copy dentistry.

Let's not copy another dentist.

It's funny when a lot of times dentists are like, "Oh, hey, you know, this is what we're doing," and stuff, and that's great.

But man, you get outside of dentistry in the e-commerce world and stuff, they know how to sell products to consumers, and that's what you're doing.

Yeah.