Based on what I know, they took advantage of an existing situation, correct? They didn't have top level people, 5 social media gurus, an ad agency, and media buyers sitting around coming up with this plan. The only cost was the cost of the tickets and integrating into existing marketing. The reason I call it brilliant is because you can't buy this type of publicity. They couldn't have paid $5m to have social media platforms explode with this type of authentic conversation. People separate advertising and what they actually think of a company so heavily these days. We ignore and avoid traditional ads like the plague. I don't have numbers for what Amtrak spends on radio and tv ads or social media, but it's far less than what giving writers free train tickets will cost and far less effective.