Fair rebuttal - and, not to diminish my original point, it's not like the icons outside of Jack were used for marketing HHN30. I guess my point is if we're going to trot out the icons every few years, can we at least make an effort to make them scary? Compare the early 2000s-era commercials versus the stuff we're seeing now. Look at Screamhouse and its sequels versus Icons. Sure, there's been a slow sanding of some of the event's sharper edges in general (that's inevitable with the explosion of popularity and attendance), but there's a problem if something like Icons feels about as frightening as Beetlejuice.