Let me finish. As a result of the focus group input, we made changes to the ads. They were effective ads and we're happy with the results of them.
As to why we're doing it, as I explained, we're dealing here with an industry that is generating hundreds of billions of dollars, and there are a number of critical projects that are in play here internationally, as you know. Therefore this amount of money is cost-justified given the potential benefits that can flow from them.