I entirely accept that if we're talking about the online manifestations of existing publications, I completely agree. But to extend it across all online, you know, any kind of blogging I think is different.
Can I raise another point, which is actually more about the carrots for bringing people in to this sort of brave new world, and they've both been raised before, but I think they're both attractive. One is to find some way of financially incentivising those publications by perhaps saying that if you are not part of this regulatory system, if you choose not to be, you will be subject to VAT. I think that's -- I've seen various projections about what that might raise, potentially -- or what you might lose, which can run into millions of pounds, and that seems to me to be a powerful incentive.