If the tag name is "ROW", which they almost always start with unless there's an error, this will fill a list of up with the ROW->FIELDS. If it's not a ROW it's likely either the FIELD or an error that we should also handle. An error would end up coming out as `{'ActionStatus': 'Some error message here.'}` which is why I am checking for `if data.get('rows')` in various places.

Hope that's not too confusing.