Yeah, wow! Beautiful California. I'm partial to the beach areas from LA through San Diego Counties myself, but the variety of greatness in beauty in California never ceases to amaze almost no matter where you go in the state.
Getting to your question. I monitor it because it's a part of the industry as a whole. It's something that I wouldn't 'not' stay up on.
Further much of USU's sales are international.
It's web upon web of relations. It is also good to stay in touch of the political aspect domestically and international. That and many other things.
Could go on much further, but will leave it there for now.