It's certainly a challenge. One of the initiatives for us this year is to focus on innovation, to try to get back to where we were a few years ago when I think we were more innovative as a company. It is hard to say to an organization, to the 5,000 people who work for SaskTel, “Be more innovative.” You can't just instruct it. You have to feel it, you have to feel that you're empowered to do things differently, and try to achieve different objectives.
With a company like Google, we may find that they lose that edge and start to go backwards.