Well, I was with two of the big three, so as I've often said to them, I don't just know where the skeletons are buried: I buried half of them. I look at the opportunity and I say their size is something to be respected, but also, in our case, if they were going to go after this low end of the market--the working-class Canadian--they would have done it by now. Their cost structures aren't set up to be able to create the kinds of margins they need and still go after this part of the market, so we're going after it. I've invested my money, and my partners have, because we think there's an incredible opportunity to serve that market and serve it well, but on a very different cost structure.
I think that when you try to be everything to everybody and go upmarket with smart phones and try to go down to the low end of the market with flat-rate unlimited, it doesn't work as well. We're a pure-play, one-rate plan, and that's the opportunity we're trying to seize.