I think you have to divide it into two groups.
One is what I would call the professionals. For a homebuilder or an engineer or a housing technologist or a plumber or an electrician, with new technologies I think there comes a significant requirement to upgrade your skills.
I can give you an example. In our Vancouver office we installed a lighting system that's highly energy efficient. The electrician didn't know what the system was and how the controls worked and was in our office forever, simply because he didn't know. In the end, he appreciated that he had learned something new.
In order to bring in the technologies and the people who install and maintain technologies, who design buildings, the capacity-building is probably the biggest demand you can have right now among professionals in Canada. We educate about 5,000 to 6,000 people a year, but we are non-profit and we don't have the reach to educate an industry that has hundreds of thousands of people working in it. The building industry is one of the largest ones.
On the other side is the consumer. I think educating the consumer is not—how should I say it?—as easy as it seems. There's a higher awareness now, and I think people are looking for solutions, so there's an opportunity to provide those solutions, however small they may be.
But just move out the different solutions. I think people pick them up and use them.