 But we're also seeing some very interesting ways now that weather data I think in particular is being used. I mentioned before how retailers are using weather data around their supply chains. There's been some very interesting studies where some of the like Walmart or some of the major retailers in the U.S. and I think in other countries in the U.K. and elsewhere will actually study, you know, what are the patterns of buying the human behavior that track, you know, a hurricane warning or some other kind of weather event. And between that and then also looking at how weather events are likely to affect the supply chain that brings those products to the stores in the first place, we're seeing some very interesting things. We're seeing telecommunications companies now using demographic and social data in more sophisticated ways to figure out where to site the towers that drive their business. So I think, you know, in some ways using data to improve your business is not a brand new idea, but I think the capabilities of using new kinds of data in new kinds of ways and bringing together open data with big data are really going to be more and more of a business resource in the years ahead.