Nike

11478.299 - 11501.705 Ben Gilbert

I mean, that, I guess, doesn't take as many dollars. You know, you can produce an incredible commercial for $100,000, but the talent in it is going to cost you millions. The Super Bowl slot is going to cost you millions. I think a lot of Nike's power on a go-forward basis is totally the scale economy stuff. Yep, totally agree. And they had lots of counter-positioning in the old days.