And the innovative services that we could be rolling out.
One of the things that struck me--and maybe they're doing this, but from what I could tell from their website, they're not--is I believe it's Agriculture Canada that has a widget that shows you products that have been recalled, and you can put this in your blog or you can go to their website and look at it. I've got to be honest with you: I can't really think of anybody who's going to Agriculture Canada's website to check to see what products have been recalled. People just don't do that, and nobody's even going to be putting a widget in their blog so that you can keep up to date.
Much more interesting to me would be if that data were available through--I don't want to get too technical--something we call an API, so that people can go and ping that database and find out what actually has been recalled. If you did that, then supermarkets could build it into their systems. So if somebody accidentally stocks something, the moment it gets barcoded, it would ring because the product has been recalled. People now with their iPhones can actually use the camera to scan a barcode to find out how much something costs and where it's cheaper. You could get a message right then saying the product has been recalled.
So you could build it into all these systems and we could begin to talk about the reduction in health care costs that might reveal, and the efficiencies in distribution so goods actually just get dumped the moment they're there, they don't get shipped all over the place and then we discover that they're actually going to get recalled.
So here is a system where the federal government has data that is enormously interesting to the public and enormously interesting to industry, and yet shares it in this very closed way, where you can only use it on their terms. If they just had an API into it, then all of a sudden we could do much more interesting things.