In a world where infinite money was available to fund these chairs, that would be one way to do it. The other way is to excite them by the market opportunity, by making them understand that there is new innovation in mid-rise and taller buildings and bridges, and that will get them to engage by themselves. That's where we're going right now as a council: to try to push that, make them understand that. We've run a recent professors conference, where we brought people together to discuss that. There is increased interest, but you can only take a horse to water, you can't make it drink.
