gets rejected. >> yes. >> and you don't pay the money. what's it like, $4 million for 30 second seconds? this ad is all over the place. >> he doesn't need the ad to run at the super bowl. if i were a different gun manufacturer, next year i'd already start making my ad so it can run all over the news network. the nfl, i understand they're under fire. they've got their guys trying to paint cleats and they've got the ravens talking obama care. a more feminized, softer nfl, why don't they put out the bigskin, bring out the nerf ball, play in a bouncy castle and change the name from dallas cowboys because cowboys use guns and the tabby cats and the patriots use guns, something less violent. it's absolutely ridiculous. but the nfl again, more pressure and they're catering to, as you point out, the elitist, media, people who don't even really love football. their fans probably have guns. >> the dallas cowgirls, the cheerleaders do a lot of this. should that stop?