I think there are several elements to it. I think there are cultural elements as well which can influence that. One of the important pieces that I'm aware of is just how Spotify came out of Sweden in the big player there.
They partnered with a lot of mobile companies to have their service embedded within Europe's mobile phone subscriptions. You've got a culture of very easy access and good access to mobile phones with data plans, etc., etc. They were able to very quickly reach the consumer and present their value propositions to them, and it really took off in a great way. I think that was one of the keys to it.