The second thing I wanted to say -- I'm thinking of something that Seth Godin told me many years ago. He was saying the most effective way to get people to switch -- and he was talking about consumer choices because that was the era, probably fifteen, twenty years ago now -- is to basically present an image that says, "People like us do things like this." So it's not about desperately trying to convince anyone. It's about getting on with the thing that you are promoting. And basically not looking miserable while you're doing it -- looking like you're actually enjoying it, that this is the way to do it. And it's the islands of sanity concept. We basically become an advertisement for the thing that we're saying is going to come.