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Picture this. They're spending $875 million on a new football stadium. Now most people would put in 20,000 new seats and pray that more people show up. Which is why Northwestern did the complete opposite. They went from 47,000 seats to 35,000. Moved everyone closer to the field and then put armrests and chair holders in every chair. Not to mention the new canopy and terraces inspired by European football. And they built this entire thing off of one idea that I think will shock you when you realize how simple but effective it could be. For the last 20 years, the sports has competed against bigger, flatter screens and cheaper streaming and instant highlights. It's every single year it's getting easier to stay home, which is exactly what Northwestern knew. Fitting inside, select experience anywhere on the planet. They are going to make the product of coming to a game better than watching it on TV. It's a 100-year bet and they're not doing it to maximize ticket sales, next year, but in the next five to six decades after that. Which the next generation of sports venues aren't competing on capacity, they're competing upon experience. Even better than the experience. Irreplaceability. I know, I think. Somebody hear.