In terms of how it plays out, I liken it to e-commerce back in the late '90s, where you had everybody going, "Wow, there's going to be no more brick and mortar." And then of course things changed in 2000. And now when you look at e-commerce, you just say, "Yeah, it's another channel extension." And that's what's going to happen with social. It's going to be another natural extension with any business. And again, it's going to be held accountable to the value it provides.
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