Since 2005, you have been able to count on a few things when it came to a Super Bowl broadcast: Budweiser, trucks, a few minutes of actual football, and But no more. GoDaddy has just announced that they will not be running an ad during the 2016 Super Bowl, and in fact they may be leaving the Big Game lineup for good.

Phil Bienert, GoDaddy’s chief marketing officer, is quoted as saying: “Now we are at the point where we don’t need to grow brand awareness domestically any more. A platform like the Super Bowl is really not something that’s necessary for us.”

Good for them for being so successful they don’t need the biggest annual audience in America. Bad for us, for perhaps we’ll never see Danica Patrick starring in sexy spots like this again:

But on the flip side, that means we’ll never have to deal with this kind of wretchedness again, either: