If people have the ability to see it, and you spend the money to put the wow factor into it, they will reward that entity or that team or that business, and they will then say they appreciate me, they appreciate what I'm about, and they will support it.
With the initial focus groups and the initial look-sees, the Rams are a very popular team in Southern California. And so one of the reasons that it was attractive to us to work against them is because they have that good flavor.
But if you look at teams that want to share more revenues, they're teams that don't have a lot on the table. They've long since not had any serious investment in their team.
