To add to that, a lot of it has to do with brand recognition, for example, PayPal. My wife will certainly buy many things if it there as a middleman.
It's an industry initiative. We are getting together with the other mobile operators, Rogers, Telus, and Bell, on this end-of-stream initiative for a near field communication. When we endorse something as an industry and we collectively put our names on it as a brand, a certification, or a seal of approval, if you will, it goes a long way in endorsement.