According to Gray, although the profession's ethics system and its enforcement is clearly what distinguishes CPAs from other business advisors, the public has little or no understanding of the "true value" of the CPA's ethics and self-regulatory programs. In today's competitive business world, the profession needs to communicate to the marketplace the value of the profession's ethics and self-regulatory system to position CPAs against a growing list of competitors. Gray stresses that particularly now, as the profession moves toward new practice areas (e.g., WebTrust and other new assurance services), it is vital to promote the CPA's strong ethics and regulatory system to position CPAs as the business advisor of choice in these emerging areas. The core values identified in the Vision Project reaffirm how deeply CPAs hold their profession's ethical beliefs, and he feels a broad-based ethics communications campaign is the best way to translate this message to the public and other important audiences.