Rich Roll

especially as the culture continues to shift and the perspective on using these things has changed.

They're basically, what they're doing is they're taking it out of the shadows and the dark and they're stripping it of all its shame-inducing qualities.

And not only are they saying it's okay to use these, they're saying it's aspirational to use these.

So that's a very different message and perspective on these things.

And if that gets anchored,

That's going to influence how people think about their athletic careers.

And that's a lot of money.

When you look at like what the Olympics pays, like it doesn't even compare.

I mean, Ryan Lochte said the other day like, oh, he can totally understand.

Like you only get paid, what do you get paid?

$50,000 for a gold medal or something like that.

Like this is a whole different universe.

So there's that.

And then the other thing, and we talked about this the other day, whenever there's a new sporting event or a new league, most of these things fail because they're reliant upon ticket sales.

And so they might come out with a successful first year, but they dwindle over time because people lose interest.

But this does not rely upon broadcast rights or ticket sales because they're selling a product.

And as long as they can get guys who look really good with their shirts off,

who perform at least well, they don't even have to break world records, it's still going to influence people to go to the website and purchase these things without really evaluating the risks and the dangers.

Because we're all hardwired to seek out the path of least resistance.

And when you watch these games,