Tom Soderstorm: I think one of the key challenges, no surprise, is big data equals big budget. At least that's the thought. It's not necessarily true, so the process of why should we worry? Why should we change? Big data's going to cost us a lot of big money. The way we get around that is to prototype it, probe at it, and try and show value. We believe in, not return on investment, but return on retention where if you can show value early with little money then you can get the investment for the big money. JIm Flyzik: Wow. Tom Soderstorm: That's one. Skill-set is another. Trying to combine structured and un-structured data is a new skill-set. Combining the new technology flowing in with what we're doing is important. Lastly, how do we tell the story? We told the story the same way for a long time. Now we can use mobile devices. We can use alternate reality. We can use global glass, etcetera, and etcetera. To tell the story, accessing the data in the cloud is a very new way of thinking and it's exciting but it's a change. JIm Flyzik: Right.