It's education, and I think industry and government have a role to play in education.
We run sessions in the communities, when we launch service, on how to use the Internet and how to be secure on the Internet. So we take it seriously, knowing that if we're going to move the market, if we're going to invest in a rural community with broadband and to drive its adoption, we have to communicate and make people aware that broadband is available. That is a challenge in its own right. We have to get them comfortable with using broadband and have them understand the applications available to them.
In fact, I know that when we started this business, there was always a concern from investors about the age demographic in rural communities. But in fact, we've turned that into an advantage, because how many grandparents wouldn't want to use Skype to communicate with their grandkids?
So I think it's incumbent upon government in terms of how it conducts its business to be able to move as much as it can online; and it's about industry educating; and it's about the education system in its own right. We all have a role to play.