I tried to address this in my comments. Clearly, to enter a market, the fourth player had to be even more combative. Our involvement in the first auction in 2008 was very expensive. It cost us around $500 million. We therefore had to amortize this amount over the largest possible number of customers, particularly as we were also required to build the network. As I said, we spent $2 billion doing that.
All of this led us to be extremely competitive and to suggest prices and packages that were more competitive than before. It's also a well-known fact in Quebec that we paid special attention to customer service. God knows that a growing number of Canadians are becoming aware of this. They want to deal with a provider that will be responsive to their needs, knowing that there will be someone on the other end of the line to deal with their requests. That is the need that Quebecor made an effort to address from the moment it acquired Videotron in 2000. It's probably one of the reasons why, for the 15th year in a row, Quebeckers chose Videotron as their preferred telecommunications provider from among the many other providers, including Rogers, Telus and other smaller players, including third-party Internet service providersx.