One way in which people are beginning to do that—and I think the big one—is crowdsourcing. The more people are using something, the more it tends to rise. Search engine optimization is one way in which this is being done.
The Internet is much flatter, and the authority of health individuals is not respected as much as are the individuals. We've got to pay attention to that. Sometimes just having a stamp of approval from an agency doesn't necessarily lead to the adoption of it. It really is dependent on what the crowd is saying right now.