All right. Maybe I can interject there because I have a couple more questions, and then I'll just leave it open.
Where is the public in this? What does the public tell you they want? There are a lot of bright-eyed innovators out there scheming and putting forward things, and the public is going, “Oh God, what's going to hit us next?” Are we talking to the public about what they want?
Second, where do you sit on the degree to which we bring about this change: social engineering versus attractive options that manage demand?
We'll start with you, Mr. Kirk.