 The good folks at Nantucket were considering locations for a new store on Long Island, New York. And they initially dismissed the location because they felt it was too close to an existing store at a mall none of us have ever heard of. But then they looked at the cell phone data, and it showed that the two locations were drawing customers from opposite ends of Long Island. Now, granted, Long Island is an island. It's right there in the name. And so the geographic patterns and the way things work might be a little easier to analyze, but...