I think it's a combination of the standards, and you're right, it is part of branding. If that makes people adopt LEED platinum, gold, or silver, then that, from our perspective, is good, but the other part is cost.
I think you're going to see some of that with feed-in tariffs being introduced in Ontario, for example. I'm think you're going to see solar on buildings—“big box solar”, as we call it. You're going to see more of that. So it's not just the building standard; it's also an incentive.
The established energy sources have their incentives embedded in them, so everybody has forgotten that they've been there for 100 years. I think the combination of the standard and support programs then will, in the case of solar, lead to the holy grail of grid parity. I'm here to talk about it on behalf of our industry, but I think you will see that with other technologies as well. It's going to need the same kind of push that the traditional energy sources had before as well.