Fantastic.
It makes me think about the marketing or psychological barriers that all of you have concurred about, which are perhaps among the major hurdles to getting people online. The one statistic—and I'm not sure which of you mentioned it in your presentation—is that although we are perhaps falling behind in some ways, the adoption and use of online banking is a bright spot in the way Canadians do e-business.
I wonder if perhaps all of you would like to comment on the question of those psychological barriers. Whose responsibility is it to perhaps get a cultural change—which I would call marketing from a business perspective? Who is responsible for the marketing to people, to individuals, to get them to change their behaviour? Was it the banks' responsibility? What were the lessons learned there? Was it the banks that did a really good job in saying, here it is and it's convenient, and there was all of a sudden an awakening and a light bulb lit up in people's minds that they didn't have to stand in line any more and talk to a teller, etc.? What were the lessons learned?
And perhaps this is the broader issue that I'd like you to comment on. Who is really responsible to change that cultural or psychological barrier that exists?
Perhaps we could start with you, Mr. Maduri.