 It's probably important to note that this data, the magic we're seeing here, as a result of us using Green Plum. EMC's Green Plum allows us to really aggregate the data, a lot of data, all at once, and produce some of these fantastic images and reports in the visualization of big data here you see. So, compare that to maybe using a traditional data warehouse. Like, would you be able to do it using a traditional data warehouse? Well, you have to have a lot of patience, because instead of queries coming back in minutes, it'd come back in days. Okay, so it really couldn't be optimized for that sort of real-time decision-making? No, and the problem with analytics is, sometimes you don't know what you're looking for, so it's an exploratory process. If you have to take hours to get one answer back, you get pretty bored with the exploration process. Yeah, so it's like the old programming days where we used to have to wait for the mainframe. Stick your cards in it back and wait for it to come back tomorrow. You got another 45 minutes before I can solve that bug. So, kind of a similar thing going on here. Now, and finally, the other thing these meters can do is when an...