That was quite an interesting observation because knowledge is what executives really work with when you think about it. It's not a techie thing. There is a need to understand how to find knowledge as much as how to leverage it. We need a way of giving people easy access to the knowledge of the organization. For a long time, it lingered in the background, used by academic and research-oriented people, and then along came the Web and browsers and easy access .
Any time there's a vehicle for easy access, it creates an opportunity for explosion.
I think knowledge management will follow that same kind of cycle. In the oil business, we spend a lot of money trying to punch holes in the ground in drilling. We reckon that, broadly, we should be able to halve those sorts of costs. And we know that knowledge management is one of the key strategic levers to performance in drilling. We can track our performance and improve our drilling rates, and it is almost all due to incremental buildup of knowledge about the management of the drilling process.