 I mean, let's just be blunt. Caleb Williams is a true one percenter. And by that he's the first NIL quarterback in the history of the transfer portal to truly being a major market in the biggest marketing college football. So to deal with that and to operate at the level he did and win a Heisman, it's just never been done before. So I think it's a little different. So NFL get used to it and fan bases get used to it. That's what it's going to be moving forward. And I think for Caleb everything he's done has been a lot of times for the first time, you know, transfer into LA, NIL huge deals, other players in the NIL community or in the transfer coming because of him. I mean, he's been this magnet from jump and it got put on a grand stage when he got here in LA.