That's a useful way to think about it. What are the incentives that a company faces to get to a better place? Again, we have a user base that really cares about these issues. We have a model. We are a public benefit company. Those factors really anchor our decisions.
Your question is, what are the incentives that other companies are going to face? Again, there are two incentives that you can create that might not have existed thus far. One, if users demand it, that's going to change the incentives a lot. Two, if there is a regulatory regime, coupled with enforcement that actually has teeth, that's going to be something that companies will really pay attention to.
There is a lot of unease about the GDPR. The bottom line is that companies are very concerned about the levy of a 4% fine, which is baked into the GDPR. Some of that concern is probably healthy and is going to force companies to get to a better place. The challenge with respect to GDPR that I think a lot of companies are facing is just a lack of clarity right now and unease in terms of what companies should really be doing to comply so that they're not going to be subject to those fines. The actual motivating premise of that fine is healthy, and it's useful for the industry to have that.