 Technology and business, we're basically going through a development where technology is changing most of our world. Music, film, publishing, print, advertising, media, banking, mining, insurances, energy. And that succession happens to all of us. If you want to look at the future, look at the music guys, and then say, well, it's going to happen to me. So here, in that change, we're looking at a low point of this to where we have what I call the valley of death. Technology has changed all of this, but on the other side, it's a great business that just haven't gotten there yet. So if you're running a newspaper, you know that there's going to be five billion people on the Internet with mobile devices. There should be a great audience. But right now, there's the old subscribers who are saying, you know what, we can read for free online. So the valley of death is an important phase. Most of the responses of people that I work with is denial. They're saying, oh, you know, that's true. It's going to happen to those guys, but not to me. Because we are immune. We're so good that nobody can do what we do. That's especially true for business to business, right? Because you have relationships. And that matters. It matters a lot. But the bottom line is we're going to have to think about building a bridge. There's only three things you can do here with the valley of death. One is you slim down, you bring lots of water, and you go through it. And if you lack it, you come out the other end. The second one is you deny it and you don't go, which is a certain death, really. And the third one is you transform, you build a bridge. So if you're digitally contestable, you have to figure out how to build a bridge. That's our mission, using software, using apps. I mean, apps are an interesting exercise in this. Because sometimes we can bridge something and find out what people actually want. And we get feedback from people and actually we can mind the gap and move forward into that new world. For example, with money. This company called Transferwise. If you want to send money to the U.S., to your son or whatever, this will cost you a dollar. If I send money from Switzerland with credit Swiss, 30 dollars is free. Three days it takes. Why? This is managed dissatisfaction, plain and simple. They do it because they can.