 You should be as accountable as possible and that's the way you're going to build your brand. If you avoid being accountable by having no public presence where people can actually rate and review you, you're not building that trust in people and you're not letting people know, hey, you're not going to make a mistake by going with me. But that's exactly what we get with Yelp, with Google, with Facebook reviews, all that kind of stuff. That's why it works so well. So that's the purpose of the brand is to help us avoid being wrong, not necessarily to get the best choice or the best company ever. If you think about McDonald's, they don't have the best food in the world. But people that like McDonald's, they go there in different cities because they know what they're getting. They're not going to be wrong. They're going to get the quality that they're after. So it's a long winded way of saying the brand exists to prove to the market that they will not be wrong when they go with you. People are very risk averse and the brand is just helping them to avoid that risk.