Tell me about what you unlock with these specific personalized messages relative to more generic messaging, conserving energy, for example, at peak hours.

I think it's about two things.

So one is fairness on who is causing how much of burden on the grid.

And so the cost of the grid is passed in a certain fair manner.

The second one is consumer behavior.

Majority class of the customers, a financial incentive is what moves the needle, right? I mean, I'm sure there are environmentalists and there are other stuff, but ultimately it's the bill that matters to the vast majority of people.

And energy rates offer a chance for people to consume energy in a way that reduces the grid load and in turn reduces their own bill.

How are those things all converging?