What I want to share with you is what I'm calling niche properties. When we think about building a brand, we think about all of the things that it will take to build a brand.  Whenever you hear brand presence, it's like big. It's like Pepsi. It's like Nike. It's like the brand. Some of you know, I have a podcast called Rock Your Brand.  Building a brand could be small. It could be medium. It could be large. It doesn't matter. I know that many people don't look at a brand. They don't look at building a brand.  It's the same thing as building a niche website or a niche site—the reason why I wanted to clarify.