Sure.
It is an interesting dynamic. What it speaks to is the transformations that are already starting to take place in the electricity business. I would liken it to where telecommunications was 20 years ago. Wireline telephone service was a monopoly and it still is today, but guess what? They have a lot of competition and it came from people outside.
There are a number of reasons that companies will engage in energy efficiency programs and promoting these to customers. Often, it has to do with public policy objectives that have been set by provincial governments and regulators. The other side of it is that, for some companies, it is also a customer retention strategy, as they're looking to the future and anticipating that there will be some new players in the marketplace. Yes, it's a regulated monopoly, but the competition is going to be coming from interesting places. It's going to be coming from Tesla, which is going to want to put in power walls. It's going to come from people who will bring in new distributed energy resource options. It is in the interest of the incumbent companies to continue to build that relationship with the customer. In some instances, that means helping the customer to be more efficient. It may sound a little bit counterintuitive that we'll help you to use less of our product, but the subtext of that is that you're using our product.