For now it's an uptick with spending on automating manufacturing and making online delivery of services more essential. But then you're going to get to a point where it's like, "Okay, an extra 10% there actually isn't making life better for people." So it's going to go back to what we have to do in G&A, which is really just optimize it. Are we getting the right outcomes for what it is that we're doing? You can look at this by industry, and the answer is going to become clear. You can look at how much this particular shoe manufacturer has digitized their automation and marketing in comparison to other ones. And you get better answers to whether they're on the front of that curve or on the back of that curve: the optimization side or the investment side.
It's funny that you mentioned shoes because, if I were to attempt to support my argument in a general way, I would actually use Nike as a perfect example. Nike has put technology everywhere, including in how you buy and design your own shoe, as opposed to just putting it in a factory where somebody makes $5 an hour building the shoe and putting it in a plane or a ship and shipping it to you, and then putting it in a store where you walk in and buy it. There's a significant amount of new technology that has become part of that whole process.
I think about Facebook in a slightly different way. I look at that as more of a community platform. And I think it's more around producing a phone book, it's more about what they're having to produce in order to provide that interconnectedness. I think it would be more telecom ask. It raises a really interesting question.
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