And really, they need that tech before the embargos lift because the first ones to get content out are the ones that get all the views. LMG might be making more from merch, but they need to keep those views up if they're going to keep selling it. I know Linus prides himself on the quality of the items he sells, but people aren't buying it for the quality alone. So if people stop caring about LTT, they'll stop caring about the merch.