Both inside and outside of industry, the competition of being able to meet changing consumer needs at speed is only increasing. And what's fueling that speed are these digital native centralized models. So a digital core operating model is three things. It's digital capability, so the actual ability to provide digital experiences and enablers, and the funding tied to that, and the accountability for delivering on that, all in one place centrally. So what would happen is the market or the business units or the brand would tap into that digital central capability to leverage its digital products. So a digital core operating model is a fairly mature model. It's one that digital native companies or more digitally mature companies would naturally have gravitated towards. It's one that we see outside of the consumer products industry. But what I will say is consumer expectations are set outside of the industry. As a consumer, I am used to Netflix knowing who I am and recommending things. I'm used to booking a dinner table on OpenTable. And I take those expectations and apply them to how I want to buy a box of cereal. I have been partnering with a client over multiple years to transition from a decentralized model all the way moving to a centralized digital core or digital journey centric model. It has been a huge amount of internal change management to move to this model. But today, they are already experiencing a big shift in being able to look at consumers' needs, pop them into this digital factory, prioritize those needs versus other needs, and already move on building a solution to meet those needs and get it out to market within a couple months and test and learn and then redo in a way that would have never have been possible even six to 12 months ago.