And that is why, if I may just come back to -- I think the question you were asking in a way was why are you even bothering to start at the self-regulatory end of the spectrum in the analysis we've offered? I think it is worth looking at what we say here about actually how could the self-regulatory regime work? What does it take? And as Ed has said, we can see it working in the advertising industry. So I do think it's quite important that one just doesn't -- and I'm not suggesting you're doing this, but that one doesn't just rather cynically jump over the possibilities of self-regulation.