The answer is yes and yes. The industry is motivated. It's a for-profit industry, so they want to get the highest financial returns. It is an extremely engaged industry on sustainability. I didn't come from the industry. I was wowed when I first came into it. They really live it. Part of it is because at the end of the day a lot of pensioners are demanding it.
It's a wonderful industry, in part because, unlike some other industries, there is often a straight-line correlation and causation between energy efficiency and financial efficiency. It's a very easy—