One of the things that I think Minecraft and Center shared as they both developed a lot of momentum online, which felt organic. Right. And so I'm curious when it feels like a lot of things become hits almost beyond your control.How do you plan for that when you're thinking about green, when you're thinking about marketing. Because you obviously can't factor in like, well, this one's going to go viral on TikTok and this one's right. Well, you know, the first one of the things David tasked us with was, you kn ...