Let's say you were at a Tim Hortons coffee shop in Sudbury, just talking to a guy or a gal, and they asked you, “What the heck do you do there? What's the significance to the Canadian public for what you do?”
I mean, I understand it, but there are a lot of tax dollars going into it. I understand that there are some great results. How would you describe it to Joe Public at Tim Hortons who's curious about what goes on there and the benefit of it?