I believe there is a public perception of this industry that we need to counteract through science, through evidenced-based facts. The product that we produce and the innovations that we're introducing into the scheme are producing a lower carbon footprint on the production side that is now akin to conventional oils, and we are closing that gap. The labelling of our product as dirty oil simply demonizes it, whereas there are products and fields in the U.S. market, in California, for instance, that are more energy intensive to extract than the oil sands.
