Customer experience and customer engagement is the new battle ground. Customers will remember the experience, i think, with a brand much longer than the price that they paid for whatever it is that they purchase. You can show up with a like product, and if you can beat them on engagement and experience, they're going to come back. And we see from our research that customers are now saying 85 % of kind of their decision making is based on the experience, not only the product.