The way we look at this, Mr. Lake, is that chemistry is part of the solution to a lot of issues. It could be food production. It could be the safety of your food. One company, for example, is developing the chemistry to take greenhouse gases out of stacks. Also, there are lighter products and rail that has less friction. The opportunity, given that these are world problems--everything from water quality and air quality to security issues and Kevlar vests or whatever--is that chemistry can provide a solution.
But the one area where perhaps Canada is really trying to focus on is an area for which one of my company leaders coined a phrase, which is that we want to be the best value-added upgraders in the world, economically and environmentally. That is our sustainability.
As part of our responsible care program, we've integrated sustainability principles. We're now working with all our plants to develop codes and ways to look at the footprint of each plant. Out of that, innovation is generated, because you start asking how we can reduce water consumption or how we can help a community with water consumption. You can actually improve the water quality in a community if you do it right. Or, how can you use less feedstock and produce better products that can reduce your emissions? How can you improve your systems, much as Jay is talking about, and design your systems for less transportation or less movement or whatever?
In there is a lot of innovation, and out of there, we hope that not only will we be leaders in selling our products, but we will be leaders in our practices. Much like your point on the banking system, Canada is a leader in these kinds of practices. It's sometimes hard to generate money out of it, but that's something we're aiming for in the future.