I don't think it's the geography; I think it's the scale. But I think it's also the starting point, that forces are at different points in their maturity or their relationship with the media and some forces, to comply with it, would maybe be going backwards. It would be to their detriment. So I think it needs to be flexible enough to work out locally, but it's not a matter -- I don't think it's a matter of geography. It's simply a matter of the organisational maturity or development.