Well, there's that, too. I mean, we all know as producers, whether a hen is in a cage or out on a floor.... It's not doing a bit of good. So we have to be careful how far the market drives it.
Rory, you mentioned it. The consumer has to have that good information, and sometimes it's overkill, there's no doubt.
That's my rant of the day, by the way, Brian.
Mr. Lemieux.