I think when you're an American brand entering a European space, the first thing you want to do is ingratiate yourself in sports culture. That's what they're attempting to do. And look, a Super Bowl ad is among the most expensive of the year.This is owned by Mark Walter, who owns the Lakers and the Dodgers. This is pocket change to him. So how important is this, though, to Cadillac.I know you're focused on the Super Bowl as you're a big football fan, but I'm focused on the racing. Right. And I'm seeing such ...