The San Francisco Giants did a test market for dynamic pricing. And what they found is that in these sections, their revenue increased by 20%. It's this notion of cannibalization. People tend to say, oh, well, we lowered the price and we got more people to buy. But what you have to take into account is the fact that some people would have bought at the higher price. So my hunch is that there was a lot of cannibalization going on.