- strategic thinking at the organizational level, so not in the community, but in-- in the wikimedia foundation, we do think about, "okay, what are some of the changes that are taking place on the internet? the shift to mobile, the rise of social networks, and so on, how does that impact us? how do we make sure that we stay nimble? how do we make sure we are on top of technology so that we don't get left behind"? and, obviously, thinking about google and-- and rankings and things like that is a piece of that work. but we don't really think of google as a-- as a competitor. they're not-- obviously, google-- sends us a lot of people, you know? (laughter) and, actually, one of--. >> an awful lot of people, i'm sure--. >> an awful lot of people, yeah. but, i mean, one of the interesting things about that is, if you think about-- you know, when you search. if you go to wikipedia right now, and you search for "queen victoria," i can pretty much guarantee you-- i haven't done this recently-- but wikipedia's going to be first or second link. but, when you type, "queen victoria," there's-- generally spe