There are a couple of things. I couldn't agree with you more that it starts in the school system. Some of the schools are starting to adopt that. Some of the school counsellors are starting to think more broadly about the kind of post-secondary education on offer. Sometimes people think it's a lesser standard to go into these institutions, and that's not the case. It really is reflective of what the interests of a particular student are and how they can be best maximized. It is beginning to happen in the high schools, and it needs to be expanded.
Maybe part of what we need to do is hear from more people like Mike Holmes, from Holmes on Homes. I listened to him yesterday morning on CTV and he was talking right to this issue. I think we need people who represent how successful a career in these types of businesses can be, and not just financially. They're independent business people, and there's a lot of value in that. Maybe as part of the national strategy some thought needs to be given to how to communicate this.