Traders now make decisions around the price fluctuations in energy commodities that cause the operational side of the business to make dramatic changes. The only way to effect this and maintain profitability and shareholder value is to have very integrated, very information-intensive systems, which initially have been inwardly focused on how to make this value chain work together. It's definitely an aside to the core business. But if you look at the automotive industry, the Internet is having a big effect in terms of setting up exchange portals, where many suppliers can get information about commodities and post requests for proposals, requests for quotations, and have people from around the globe respond. People are clearly willing to pay to get access to that kind of information.
Information becomes a differentiator.