Certainly there are companies—you mentioned Tim Hortons—whose goal is to provide goods and services while also addressing a social agenda. I think those are the kinds of companies you want to partner with.
Just to go back to Shawn's point earlier, it really comes down to the partnership in communities. That is what the federal government is trying to do. It's not in fact to reduce, but to try to find a way to partner and get maximum benefit out of some of these initiatives.
I think it's about the types of companies. It may not be a model for all companies, but there are some companies whose mission very clearly is to deliver the goods and services but also to go further and promote social good and be a responsible partner in the community.