And for example, the ferryboat we operate, we just started charging, again, $5 a car unless you have a players card. I'd almost rather they have a players card because then I know the name and address of the person riding the ferry. We didn't know it before. And interestingly enough, the ridership is holding up, and we're actually collecting $5 a car and quite a few cars. So that ferry cost us like $700,000 a year to operate. And I don't think it's benefited the casino as much as it can. But part of that is marketing to people in Boone County for whom the ferry is convenient. Ironically, Kentucky has very tough sign laws. It's very hard for us to get billboards to say, "Take the ferry. It's this direction." And so the signage is awful. And so we have a whole digital campaign to try to reach people through e-mail, through banner ads and so on about the ferry, like here it is, here's how you do it. And, but it's $5 a car, unless you're a customer at the casino and then it's free. And so we're doing a lot more of that. The Konami system, a lot of casinos, I, we, as many regional operators, give free plays. So based on how much you gamble, we give you additional dollars that you can gamble that is free play. And, but it used to be, you had to go stand in line at the players desk to get your free play is a complicated system. With Konami, we're [indiscernible]. So you walk into [indiscernible] and the free play is there. It's on the machine already. That's a huge customer convenience and makes it much more likely that the person uses the free play because they can also get cash instead of the free play. Well, most people prefer to get free play. And we would prefer that it's free play because then we win most of it back. And so, and if we give somebody $5 of cash and they take it home, it's done. If we give them free play, we generally end up with $0.75 of it back, $0.75 on the dollar back in our pockets. So we would much rather have people use free play. Frankly, they'd rather get free play. And now we have a system that makes that much easier for them to do and much more data. I mean the very fact that we can look at it and say, "Okay, we know that most of the revenue in the Christmas Casino is coming from regular customers at Bronco Billy's." So closing the Christmas Casino and getting those people back into Bronco Billy's, we don't think we lose them to a competitor. We didn't have systems that would help us figure that out before, and we do now. So...