With all the emphasis on information technology, a lot of people overlook the importance that information technology has on industry and the things that we produce. And increasingly it is becoming easier and easier to customize the production of things to individuals. So you can have mass individualized production. And one example of that is books. It used to be impossible to produce... The idea of producing one book for one person was impossible. But if you have an e-book, you can have a book that is really customized to what you want. With the font that you want, it might have a different narrative and might bring in different elements. Books can become customized to individuals. But I think this is going to happen with all kinds of things. And I think it already is happening to a lot of things. Do you know what a 3D printer is? If you think about a 3D printer, you can have basically a movement of open source hardware. Where you have a whole community creating variations on physical products. The movement goes into the physical world as well.