So you can, say, if you have an e-commerce website, you can pull those attributes and then cross-reference with things like sales or conversion rates or whatever. So it just makes it easier to actually internally understand how your products or something like that are performing. And then he mentioned a couple tools. So MongoDB and Neo4j, I'm not familiar with them, but you can actually feed the schema attributes into those tools as a way of doing recommendation engines and internal search and things like that. So there's use cases for it from an analytics perspective that doesn't have as much to do with rich results.