In some ways, the Smart Prosperity initiative is about that. Part of this is probably about just telling a new narrative, about building a psychology of success in the country, about the things we are doing well and can do well. However, as you probably know, underlying any narrative has to be reality, and so I think part of it is that we need to really drive real change in oil sands production, and as we're doing that, we need to tell that story.
The story now is that we're really trying. The fact that you had the heads of four of the largest environmental groups in Canada standing on the stage with Premier Notley and four of the biggest oil CEOs does actually show that there is not a limitless bar. They got to the bar. They got to the bar where the CEOs of four of the biggest groups stood on the stage and Greenpeace put out a supportive press release that said this was good.
What they haven't yet done is backed down their campaigns against Energy East, but that takes time, and the momentum is starting to change on that.
So I would say continue to change the real practices, not just in the oil industry. Let some of the responsible environmental groups that actually want to see change be part of telling those stories themselves, because there's a certain credibility gap when it's just the oil industries that tell them. When they stand on stage with folks like the Pembina Institute or some of the folks in the Smart Prosperity initiative and they tell those stories together.... If you look on the website, you'll see lots of stories there about oil and gas innovation. They don't change the fact that we still have a high carbon footprint, but they show the really cool stuff we're trying, and if we keep doing this, that really cool stuff is going to work in five years. That's the honest story.