We recognize that there is a social licence to operate, and clearly we want to go there. We also know that when you operate in the most environmentally friendly and efficient manner, actually longer term, that also makes great business sense too. I'll give you an example.
My firm, the Weyburn Carbon Dioxide Sequestration Project, is a win-win of helping GHG mitigation and having a more efficient way to recover energy. The same thing goes for a lot of the technologies that are evolving in oil sands. At the very best, say in the technologies that we use in my firm, which is to use wells to recover oil sands from under the ground with minimal disturbance, what you can do is have the most efficiently designed wells and process, and thereby you don't use as much energy, you don't use as much water, and you don't disturb as much land.
There's actually a very synergistic aspect when you push yourself to be more efficient and more environmentally friendly.