In Regina, for example, the consumers are looking to buy telephone service. They don't want to differentiate by product or by type of service. A telephone is a telephone is a telephone. But they have certain expectations: that it works in the event of a power outage, and that they're not competing with Internet traffic in terms of their regular primary-line service. That requires an investment of standby power, that requires an investment in managed networks.
In my case, we spent $3.5 million in Regina, up front, before we had one customer. Now there's customer-premise equipment and installation in the neighbourhood of $300 per customer to get them connected. So as we add customers, the marginal rate or the incremental rate is $300 per customer--and I spent $3.5 million getting into the business to start with.