 Absolutely true. They used to talk about destination marketing in the travel industry. Now they talk about destination management. So that is a reflection of what you're talking about. But yes, I mean, I'd be a hypocrite if I said to younger people who haven't travelled much anywhere in the world, or to people in emerging economies who only now can afford to travel, look, don't travel because you're killing the world, you're ruining the earth. How can I say that to