This really starts to talk about the ability to build relationships with consumers. It's no longer just a broad blast of emails that are going out, but it really becomes more focused on what you're trying to market to particular consumers or segments of your install base. And it really is focused on two-way communication. So if the consumer comes back to the Web site and expresses interest in certain products by looking at those, you want to re-market to those customers regarding the products that they expressed interest in.

Jason Palmer