 Well, I always think about this in the technology space. I'm primarily a technology guy myself. I've been around Silicon Valley my whole career, et cetera. Now, whether you think about products or services in the world of food retail and things like that, you can probably use a variety of different terms for those kinds of things. But in the world that I'm talking about, I'm really talking about this difference in how a technology company operates, whether they kind of take this more services-driven model of saying, I'm going to get to success.