We are doing something brand new right now, but we are going to really focus on how you get that information out there. Ten years ago, when that one was created, you didn't even have an iPhone, right? We're at iPhone 10 right now. It's a very different information environment that we find ourselves in right now. Ten years ago, it was sort of high-tech to have this lovely thing you could put up on your fridge, but now, of course, we get our information in a very different way. We're looking at different possibilities of how we get that information out in ways in which Canadians can really bring it into their everyday life, whether they're shopping, whether they're in restaurants, or whether they're at home preparing meals. That's what we're trying to do. We're trying to figure out the best way to get things across.
Now, do we necessarily create apps and turn into an app business? It's not clear to me that this is the right way to go. What is necessary is that we're actually talking to the people who are being very creative with these apps, and making sure that the data we're collecting and the information we're putting together are available in real time as well. We're actually taking quite a look at how we compose all of our datasets. I think it's called “API”, although I never know what that stands for. The bottom line is that if you can link with developers of other things, then they can instantaneously get all the information. As we update our stuff, it can get updated.
To my mind, that's kind of the more intriguing possibility. Instead of me making one or two apps, let's get a dozen people out there who are doing different things and make sure they get the right information. Again, we get down to the consistency of the information that's getting out there. As to whether it's being incorporated into different types of apps for different types of things, I don't really care as long as people are getting the right information.