As hard as it's been to build that bridge between marketing and finance, I think we've done a great job of it with some of this work on customer-based corporate valuation. Not to say every company's embraced it. It's a generational thing. But the marketing technology, there's still a lot of tension there. There's still a lot of misunderstanding, a lot of turf, and there's still a long way to go. The problem is because technology keeps changing. And so we keep going with new technologies. And this is where we're kind of figuring out the old one. It's like, okay, here comes the new one. That's a really tough thing. And it's just hard for a CM all of you, even for a CEO to step and say, wait, wait a minute, wait a minute. We're going to walk before we run with this thing. Very, very hard to do that when all your competitors are running.