I think the most important conclusion we can draw going forward is that this whole exercise is kind of pointless. It makes a good powerpoint slide, having 4 bins to drop people into it, but the whole point of new kinds of IT and data collection and analysis is that companies will be able to target people individually. Remember the best business efficiency is charging a different price for every person. That's not legal for public prices, but it is for things like promos and discounts. So I expect they will get more individualized as time goes on.