chris palmeri joins us with the details. the sirius xm deal, it's the antithesis, kind of a podcast. why is the number so high? chris: it's an amazing thing about the podcast industry. retrenchment was the story last year. canceling shows, companies getting sold, people getting laid off after a few boom years where people were just throwing money at podcasts. 2024 is an entirely different story and we are seeing the winners being paid exorbitant sums. alice cooper, joe rogan, all of these people who renewed their contracts at fat prices. so, these are all the big media companies and in some cases they are changing who is distributing the show and they are paying up for the top talent. ed: i'm a listener of new heights. i'm sure that travis and jason listen to the bloomberg technology podcast. the detail is interesting. wondery is going to do a lot for distribution. there is an advertising component. chris: and not just on the traditional stuff, like you mentioned. ad sales. it's merchandise, it's a wraparound deal, which, giv