If you're going to go out and bring in a big convention or something, typically the people there already have passports. We're looking at the people who will go across the river, across the bridge to your hometown. How do we influence them? How do we get the guy who would go to the casinos where Mr. Brown is located, and say...? Do you buy them the passport?
Mr. Masse, there was some research conducted, I believe, a couple of years ago that asked what would happen if we actually went out and bought people passports. The conclusions were really not the appropriate vehicle to pursue. I think what we need to do is become a lot more clever when it comes to marketing. Now, I'm talking about hotels, not simply our country, on which I really defer to my colleague Ms. McKenzie. What are we doing with all the social media out there? What are we doing to be able to let people know what's up here and what we're doing? I think it would be a lot more effective in this new age we're in today than perhaps buying somebody passports.