I think that would be critical. When we look at communication, there's communication among farmers, but a lot of that communication is getting around mainly by one farmer watching what the other is doing and driving by his farm and thinking, okay, that's working for him, I'll do it myself. So I think the incentives and some of the pilots that have been set up have done a good job with the communication there. I think the bigger challenge, though, is educating the general public on some of the practices that are taking place on farmlands today, everything from no-till tillage, which is reducing soil erosion, wind erosion, to things like integrated pest management to make sure that you balance your crop inputs with what is actually needed.
We're into a society now that's two and three generations removed from the farm, and they don't really have a good understanding of the types of things that are being done. I think there's a good-news story out there that needs to be told, and the main reason behind getting that story told is that then there's acceptance of the science-based types of solutions we're talking about, rather than solutions that are based on perception and emotion.