 We've seen that, well first of all, there's a bit of a generational split as well. Those of younger generations, much more willing, much more open, that makes a lot of intuitive sense in terms of the way they share data more openly in social settings and social interactions online and so on. But we're also seeing that consumers are willing to give it up. One of the statistics we bring forward in the presentation, about two-thirds of consumers are willing to give up certain information if they get something of value back. Now, something of value back is in the eye to be holding.