It is a huge problem. The challenge is finding a way to break it down to some kind of common set of standards that gives you access to the numbers. I'm just curious as to how you're....
As this market unfolds, with respect to Ms. McDonald's numbers, the growth in this industry is staggering and the access to it is staggering. I'm thankful I have kids that can help me find my way through there. When I think about the number of purchases that are made online today and the numbers you have validated, it strikes me that you almost have to find a common set of standards that you can apply to ensure that everybody plays by the same rules. Am I off base on that? Is that too controlling?