Picking up on that, data is expensive, but so is waste—particularly plastic. It's expensive to create. I know of one business in Guelph that I was working with that had tons of plastic waste coming off their line. There was another customer in Guelph looking to make speakers for outdoor use. The two of them just needed to get introduced to each other. They shared moulds and some science, and they came up with a solution where, instead of hauling plastic waste away, the other company in Guelph was able to use that instead of buying virgin plastic. It was actually able to reduce their costs. Both of them reduced costs.
An investment in data could help massively in terms of material cost. Is that not an opportunity?