 At the lowest end of the funnel, 33-35% of what is converted is because you invested behind the upper funnel. So now that's one. Will it give all answers? No, but on a daily basis there's an effort at Mindshare to really, really put that investment to find some of these answers. Some of the answers will come in drawers, some of the answers will come in footfalls that are going into the answer model. So individually we will need to find answers, but if the industry comes together, I think it will be a bigger unlock for all of us.