Well, it's really a situation where.... What is rural Alberta? The vastness of rural Alberta... I can probably speak to it as rural Canada. We are vast, and we should package it in such a way as to show what opportunities are here. When I talk about the farmland I own, in the perspective of other countries, I am a massive farmland owner based on the acreage I have. It's just really what the value is.
Really, dollar-for-value opportunities are available. Climatic opportunities are also here. There might be this view that rural Alberta is this vast snowy wasteland, but, in fact, it's a high producing, high value-added and high opportunity area. It's really packaging that opportunity in a way that allows people to understand how amazing rural Canada is.