merchandise could make people feel a part of the community. I live by Yankee Stadium and every game, there's tons of people decked out with all their Yankee stuff, and their hats. And you know that people are going to this game, they're going to [crosstalk]. And it's a five dollar cap, but everybody has it, and they're signifying that they are going to this game and their part of this community. And, I wonder if we could think about how can we tie these communities together in a way that it makes people feel a part of the community. Not we're just making them buy stuff, but there's a way to engage, and you're learning stuff, and that you're part of this community, and that you're signifying that, and that you really love critical thinking, and you really love to ask questions and build on your curiosity.