 And the other interesting thing about exhibitions, over the last 30 years, is there's been this huge switch from our focus. The focus used to be brand, now it's customer. The change in focus, this is how it used to be. Okay, it used to be brand-centric. Remember this one from marketing? Remember we used to talk about the four Ps? Product, price, place and promotion, those were the four Ps. That's how it used to be. We used to go to a trade show and we'd focus on getting that key message through to all the attendees at the show. It's changed, doesn't work anymore. That's not what it's about anymore. What it's about is now we are more consumer-centric. We've got to be focused on the attendees as opposed to us. Kind of an interesting focus. So I take a look at that in terms of five Ps. The five Ps are the customer himself or herself. Convenience, cost, communications. And that last one, which I've got in yellow, says conversations. It's so incredibly interesting how the visitors to any trade show around the globe, and some of this has to do with demographics, which I will explain to you in a minute, but how they have changed so dramatically. How the amount of information they have when they get to you has changed so dramatically. How their expectations of how you're going to treat them have changed so dramatically. People don't want to be sold anymore. They want help in buying, but they don't want to be sold.