 Which is good. And who benefits, really, William? Is it just a few of the families who are involved in the tours, or is it the whole village? That's the key question, really. This kind of model of tourism is called community-based tourism. And the way it works is that they set up a local company, and all the villagers are invited to become shareholders in this company at the price of 10 baht per share. That's about 25 US cents.