Part of the criticism that the World Cup did get was just increased commercialization. Yeah. Um more games and FIFA talked about expanding it for the next World Cup and Bloomberg reporting out this morning suggesting that FIFA for the first time is looking for outside investment too.Do you think that those fears are real that it sort of ruins some of the magic of the World Cup and the aims that FIFA supposedly is trying to achieve. >> I think that I think look that's a fair question. And I think the biggest ...