This is the hidden value, unfortunately it's impossible to quantify. For example, I can tell you Giannis/Bucks have raised Milwaukee's profile exponentially across the world. What does that mean in terms of companies adding a location here? I have no idea, and I doubt anyone does. But if you're based in Ireland, China, Italy....wherever, Milwaukee/ Wisconsin is now on your radar at least when you're considering where to put your facility in the Midwest. If i had to hazard a guess, that impact is not insignificant. Marginal maybe? Definitely matters more to Milwaukee than it would New York, LA, Miami.