It's an excellent question. I think the first one is public sentiment. Trust with their users is an important one. Their reputations are also important.
Canadians are some of the most connected people on the planet. In fact, I think the stats indicate that they are the most connected people on the planet. As you may know, 77% of Canadians have a Facebook account; 26% are on Twitter and Instagram, and I think the stat is that about 100% are on Google.