That's a very interesting perspective. I would say that price and quality still matter when you look at service exports. That matters as much as it would for exports of goods or agriculture products. But you're right, at the end of the day, services are a people-to-people business. It really is a personal thing, having confidence in your chiropractor, your barber, your lawyer, or the person who's doing your books in India, because you can now outsource bookkeeping and translation services to India. So reputation does matter.
I'm not sure that Canada has lost its reputation in the world. I suspect that we haven't actually had a fair fight yet, because we've held so many of our potential service exporters back by not allowing them to get truly competitive, to get out there in the world to compete on a fair basis.
That's why I use the example of education services in Australia. The Australians came up with a plan. They decided they wanted to be a world leader. They wanted to win market share away from other countries. So they came up with an integrated plan in terms of curriculum, quality of teaching, and having the Australian brand in another country.
We don't have such a plan. You can go service sector by service sector, and it's very hard to see a Canadian brand for services. It's not that we have a bad reputation: we don't have a reputation. We're really kind of unknown in many service sectors. I would have a hard time, for example, telling you what the Canadian brand was with respect to management services or with respect to business processing.