A lot of agencies, especially traditional agencies, are still treating technology as a production function as opposed to a strategic function. When it comes to ideas that are either supported by or integrated with technology, the line between ideas and execution is much more blurred as opposed to in the traditional days where the line between concept and production was clear. You could base your production decision on cost and which director you can get. When it comes to software, you have to use it to be able to use it. Without a prototype, it’s very difficult to understand what it’s going to be like. A lot of times it takes iteration after iteration to be successful.