And this influences everything we do. We went to virtually every major player in the industry, they said it was impossible. We went to two major consulting firms that told my board of directors it was impossible. This is something that people who were used to looking at it, thought it had no intrinsic value. It's a lot of companies like utilities and energy traders who have gone through this phase before and have an appreciation and a culture that identifies intrinsic and extrinsic values.
Traders live in great uncertainty.
You have to learn to live with that uncertainty, mitigate the risk of that uncertainty and know that when life goes against you, it's part of the deal, the inherent wisdom of markets. Traders believe that in the long run, they are efficient. And therefore there are certain rules that they can apply to that market, that can give them an advantage in that market. One is offering services to their clients for mitigating risks or showing them opportunities that others can't see. There is no more urgent place on the earth than on a trading floor.