That's in this industry. In the meantime, it's also equivalent in other industries. You have premium brands, then low-cost brands. We call these “flanker brands” and “fighter brands”. These will address specific segments of the customer base. Should Fido be known as Rogers? Usually, if you go into a shopping mall, you'll find that Fido is just beside Rogers. That doesn't mean they address the same market. I think it's different.
At the end of the day, giving choices until.... You know, obviously, there are many players in the marketplace that will be beneficial for consumers.