When it comes to creating a greater digital awareness in Canada, our industry does a good job of talking to our industry, but it doesn't do a good job of talking broadly. That's really what it comes down to. That feeds back to your previous questions.
Do we celebrate? Absolutely. If we have a platinum hit, or whatever you want to call it, let's say a million unit sales on the Xbox platform, do we celebrate it? We do. With Microsoft and all of our partners, we do. We do press releases about it, but it really is targeted at the game-stream media. It doesn't get broad.