So most companies start there. Now what happens is that if you become the dominant player in that space, which again, category creation folks talk about this like no category creator has ever lost the market. In fact, most category creators wins their market. Like what happened to MySpace? What happened to Ask Jeeves? It didn't work out so good for them. Most category creators actually get overtaken by fast followers. So if we look at the CRM market, Siebel was the big dominant player there and now they're not. So now we've got Salesforce. Once you're the dominant player in that market, a cool move to do is to actually extend the boundaries of the category so that you can continue to grow. And most of the category creation examples we see are companies that when they were 200, 300, 400 million revenue dominating their space, then decided to move the goalposts and say, "Well actually now we're expanding into all these other areas and we're going to call this category something. And that's what it is."
So if we look at the CRM market, Siebel was the big dominant player there and now they're not.