It's all very innovative what you presented to us, but I just wanted to ask a question.
You referred to the TED Talks and the idea of this emotional attachment to the community and, therefore, you said that it's not necessarily about giving the community the facts as they stand. Do you feel that simply looking at emotional content, without looking at the factual content, is actually appropriate? I think Mr. Waugh referred to that, in that if you're going to reach people emotionally, do you also need to do so with a certain amount of factual information and not simply emotional information?