If cost reduction is the better strategy, companies will of course choose it. What happens is that eventually there's a limit on how far you can continue to reduce costs. You can try new ways of producing goods and services. You can try to create the next generation of goods and services and create a competitive advantage. You can try to adopt the latest production processes to get your cost base down through innovating. But straight cost reduction will eventually hit some limits. We're in the job market we are and so on, and some of the international competitors have different job markets from what we do. There's a limit as to where you're going to get to. That's why industrial societies have been encouraging their economies to move towards higher and higher value added. On that higher value added, you can maintain a good wage structure and a competitive company going forward.
Individual business owners know their businesses far better than we do. They make those decisions and they choose their competitive strategy. I guess we would try to encourage those companies that have the flexibility and aren't at the moment looking at innovation as a competitive strategy, to look at it and see what benefit that can produce.