I'm not saying that knowledge isn't important. I have a PhD in turfgrass science and everyone on my staff has at least a BS in turf science, but most have MS degrees. What I'm saying is that our customers EXPECT us to be knowledgeable. You tow guys are a great example. We know that others in the industry have knowledge in this, too. I can say that I have formal education in turf science, but so does gk44 and so does creech, so now where did it get me? It didn't differentiate me much at all. Having the knowledge doesn't make you special -- it just makes you part of the industry. Maybe I didn't say it very well the first time. Our customers expect that anyone advertising these services is knowledgeable. They don't expect anyone with less than the highest level of education in this field to be in business. They expect their plumbers to know everything about pipes and they expect their electricians to know everything about wiring. When you claim "we have knowledge in this trade," customers think, "so what?! You wouldn't be in this business if you didn't know something about it!" I'm not saying that knowledge isn't important. I'm just saying that unless you have something truly unique and valuable to your customer, you're just telling them you are one among the many; you're not separating yourself.