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It doesn't matter where he is. He does it on the subway. He does it at the gym. He is genuinely that excited about what he's doing, he just sees a bunch of people standing around deciding what show to see, so of course, he's going to go, 'Let me tell you what show to see: The one I'm most excited about.' It's really not from a selling point of view. It's from a pride point of view.