We're not having to spend any money to do this, and I'm proud of that.
But that's still a big field. We have to identify exactly what we want and how we're going to get there.
I've very disappointed in the rankings, because the reality is that such rankings do hurt us, whether they're real or perceived. A message gets out, and we have to combat a negative.
That's a good sign, we've got something to work with.