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I think that the opportunity, really in terms of igniting a deflationary tsunami, is very probable as it has the ability to transcend pretty much every history by optimizing growth and low cost. I mean, think about what Google has enabled us to do in search of the average person because seven or eight searches a day would have taken you 30 minutes 20 years ago. So this is all the power that's coming to the consumer. We're just scratching the surface of where this is going to go.