The more I look at the numbers, the more it seems to me consumers are responding in the way we were expecting them to. They are buying healthier foods and they are eating less.
I keep coming back to this idea of exercise. My thought on exercise is that if I want healthier food, I can always get the butcher or somebody else to cut off some fat, especially if I'm willing to pay for it, so that's easy, but in exercise you can't get somebody else to do it for you; you have to do it yourself. As the value of our time goes up, it becomes harder and harder for us to get out and actually do that. Anything that could make people get out, get some exercise, and keep fit would be a policy that I think would work.