The main thing, if there is a power that the media has, it's mostly because they represent the public in quite a direct relationship. They're very populist in the sense that they are meant to be the public's hired goons who go out, find information, collate it all, verify whether or not it's true, and then signpost to the citizens that this is worth reading. And they make it in such a way that it's interesting to read. So they are kind of spokespeople for the people. And in an interconnected age, they are definitely quicker to realize the way power has shifted. You find most journalists now are on all these social networks. They're all about creating... they want a direct relationship with their audience, in a way that politicians have been very loathe to do.