The Australians spend considerably more. I'm not certain what the order of magnitude is, but it's very substantial. They've been in this business for quite a while. At the same time, they are not focusing so much on national brands, as we are. I think we've sort of hung our wagon to the star of a Canada brand. I think we have to be a little bit careful about that. I think you need the flexibility to be able to respond to individual market situations.
With a Canada brand, you are dealing with everything that's out there and you're expecting a very blunt instrument to deal with every contingency.