It can be very challenging. I would say one of the things that we have learned over the years is that the approach to ask every Canadian to be as technologically up to date on the oil sands as some of the engineers who work for us is a bad approach. We tried that at first. It's a very complicated business, so explaining it in graphic detail doesn't work.
As an oil sands company, I can say we recognize there are major detractors for the industry. There are those who will never think that extracting the oil sands can be done responsibly. We don't believe that, and we don't believe that the majority of Canadians think that. We know that the majority of Canadians actually would like us to make sure that we collaborate, work with policy developers, and so on, to actually do it as responsibly as we can. That involves, of course, academia. It involves think tanks, industry, and certainly government. A fulsome look at the policy to make sure that as we tackle some of the impacts, we're doing it in a way that makes sure we see the right benefit to the environment or the right social program, we think is an important approach.
We think it's also important that we tell our story about the benefits across Canada. We're all over the country. People own those Petro-Canada gas stations, and they work in them and their children work in them. We bring in students from every university across the country. We've actually initiated a program called whatyescando.com. I certainly encourage anyone here to look at that. It's our way of trying to make sure that the story is told in a way that is fact based and allows people to have a look and say, “Wait a minute. This isn't all about this particular issue. There's more to be told.” We think it's worth people examining and understanding.