[laughs]

Well, it's...

I think it's the, the k- the kid that was in that video is probably old enough now to be buying magazines, and I think they're thinking...

So younger people have grown up in a subscription economy where they don't own anything.

They've grown up digital first, so everything is online, and that has actually made them go, "Okay, what's the alternative to this?" And it could be vinyl.

I don't enjoy that comparison, but I think there are some, uh, parallels.

I've even seen some people doing cassettes.

Which you freely admit.