 So your own success is sort of like your own demise at the same time, unless you continue to innovate. And I think that's a really important part of this. And it probably brings me to really answering your question here, Jonathan, of how do you go about addressing this? You don't stop innovating, and it's important that you innovate on the behalf of the customer. And this is such an important nuance. I think so many services companies...