But I can also think of some jobs in the last couple of years which used photography as an incidental part of the ad. For the photographers it was just executional, it was not particular, no style was employed, it was not special. There was nothing creative about it. And yet, arguably, we still pay the same type of fee and usage rates for this type of photography- is this sustainable? I think it might be delusional to think that in these cases, your creative effort has value that you will be able to retain against the tide of easy access to high resolution cameras and distribution methods.