One of the apocryphal definitions of big data is anything that crashes Excel. If you are on a standard laptop, Excel will start to choke when you get to about 70 to 80,000 lines. And you can put it on a relational database and that will start to choke at a few million lines. And at that point, you have to kind of cluster it or scale it and put a lot of computing resources behind it. And what if you have a billion lines? It's not really feasible to have hundreds and hundreds of servers running an Oracle database where the license is $25,000 per node. If you have 1 billion lines, you're looking at dozens of nodes. And the cost to get your insights that way is prohibitive for most companies. That's why it's so important.