But why would you decide to go after a problem? You're Imperial so you'll go after it here in Canada. What would say that this is a problem that's worthwhile putting money into, and that this is something we can find productivity coming out of, or not? Because every company makes that decision. There are undoubtedly a million problems that can be brought to the lab. What says, this is what we're going to do; this is what drives it and this doesn't?
Is it the internal economics of certain problems? Is it government regulation and demand for certain things? What drives your energy innovation decision-making process?