We're Canadian founded, Canadian owned and Canadian operated. We're headquartered here in Toronto, Ontario. It took some time for us to get up and going and to be able to make our way into the financial services landscape. It's not easy competing against some of the largest financial institutions in the world.
Certainly Canada is, as everyone knows, an oligopoly. In order to be heard—you're absolutely right—we have had to make ourselves heard. We did launch a mass advertising campaign. Thankfully, today the Questrade brand is very well known, but we had to work our way up to that. We had to become profitable, stay profitable, operate profitably and accumulate the budget necessary to do that. It's not an inexpensive endeavour, as you could imagine.