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Yeah, he didn't even. That's great. He couldn't even get the words out. He didn't even get Danny out. But I'm like, I know where this is going. But no, Cannes was incredible. Okay.
What'd you do? Did you stay in a nice hotel?
No, the hotel's horrible. It's really tough. It's really— it's an— so it's a really tough place to get a hotel. So what they do at that time, Yes, because the brands, all the brands buy out the hotels.
Right.
And Cannes Lions buys out the hotel.
Yeah.
So we decided this year that we were coming really late. Yeah. So the options were very sparse. And how, how it works for a brand to book you a hotel is they have to pay $10,000 just to unlock the hotel for you. That gets you the pass. And that's like a pass…