 business is kind of looking at its own, its own operation, looking down at its own body. And then we invite them to look up and to look at their customer and to see their customer and then relate what they see there to what they see if they look at themselves. And I feel that this is almost like the next step. And then saying, maybe you should open up even more and not only look at the one right in front of you, which is your direct customer, but also the world around that.