And how do you find the people that you recruit? How do you find that they pass this on? Do you find that it's quite infectious having this type of culture and that they buy into it? Or do you find they bring a bit of their own character? What do you see?

A lot of them bring a thought of their own character, which is wonderful.

A lot of them are quite nervous to feel like they're allowed to portray themselves.

What I do, I say two things to most people when they first start for us.

The first thing is, say, for example, your name is Dan.

And I say, I hired Dan for Dan.

I didn't hire Dan for a dishwasher filler.

So what are the risks or the dangers as you're running this type of culture? What gets in the way of sustaining this, I guess, for a long period of time?