I think games, right now, are quite a strong force culturally. Meaning, games are certainly driving technology on many ends. They're driving people's ideas of what's cool. In some way they are challenging people's notions about narativity and film making and television watching and all these kinds of things. So games, in some way, are becoming something within culture that's causing people to make different decisions. Even about how they're thinking about the future. In the States a big thing...