to the non-fans? Absolutely. There's many reasons why you want to connect with your fans, your most valuable consumers. One is as a CRM platform, talking to them on a regular basis. But the reason why you're staying engaged with them, is not only to drive incremental sales but also retention. So, connect to these fans, stay engaged with them and keep talking to them. But that shouldn't be your only goal. So now I've got a bunch of fans. What do I want to do? Well, they have a massive opportunity to influence the people around them. There are many studies that show that word of mouth works and how much people are using information from friends to make product decisions. That's the real value of a fan, not just the CRM aspect. Is the idea of the momentum effect difficult for marketers to embrace? I think change is a barrier in and of itself. If you've been comfortable doing one thing, it is a difficult process to make a change and deal with the unknown. Marketing has a tendency to change its behaviour relatively slowly, but when it does so, it completely embraces that change. I think we're on the cusp of that. As we turn out more ROI studies, advertisers are more comfortable that that shifted dollar is a good investment. We run the studies and show them the value that's getting created, and then they test, they move a little bit, and eventually they feel comfortable