That's an excellent question.
When we work with the end-user, cost is the main issue. When we develop new products, we have to maintain the cost and increase the performance, or reduce the cost and maintain the performance. It's always like that. One advantage we see with lignin, for example, in polyurethane is that we try to replace a chemical component that is more expensive than lignin. That's really the way we can convince the end-user to adopt such technology.