That is a very big question.
I think a lot of it needs to be about the benefits associated with the technologies that Mr. Wicklum was talking about in terms of getting us to a net-zero pathway. A lot of these technologies are more efficient. Oftentimes they're better from a user experience perspective, and they're also more affordable.
The analysis that we've done at the institute shows that the switch to electrification can actually save Canadians money on their energy costs or on their energy bills. It's those types of data points and statistics and running the numbers that I think can really make it clear that this isn't just about climate or energy but about moving to an energy system and to products that are going to make people's lives better. I think there are a lot of opportunities there that aren't yet being captured.