Rebranding is just a giant money spending project.
Right! I know Sprint paid tens of millions towards rebanding projects around the county due to the interference of the iDEN spectrum of NEXTEL that Sprint acquired and in return, they received a large amount of spectrum in a swap. Looking back, I think the value of the spectrum they received in the swap way exceeded what they paid for rebanding projects around the country. I could be wrong but that's what I remember.