What was also touched on by the Hon Scott Simpson: businesses care about what their customers think. They might not even think it themselves, but if the customer thinks something is a risk and they should care about it, then they are going to do their best to find out what the risks are, either don't take that risk, or convince their customers that that risk is worth it—and not just their customers; their shareholders who are also answerable, particularly if they are a public company.