I'll give you an example.
One of the largest shale plays in the U.S. that's been under development or active research for a number of years is in the Dakotas. Shell has had an active program of deriving kerogen from shale with hot rods, surrounded by a freezing structure to drive liquid hydrocarbon, which you're referring to, from shales to producing wells. That occurs in a reservoir that doesn't really produce oil very easily.
The difference with our reservoirs is that they're quite conventional in character. The Grosmont formation in particular is almost the same size as Ghawar and has a permeability that would be as large as the best conventional reservoirs, which would be about 100,000 times more capable of flowing oil than a shale reservoir would be. So they're not the same thing.
The innovation we're applying is to deliver energy specific to this type of reservoir to mobilize the bitumen and then to drain it. It's a recovery scheme specific to the characteristics of this geology, which is not the same as shale.