I'd like to add really quickly, I think you're starting to see a push-back on social media from people who are recognized as experts who are pushing back against bad science. That's happened very organically.
If we, as an association and our members tried to do that, it wouldn't be as effective. Now, you have guys like Bill Nye, the science guy, and Neil DeGrasse Tyson, who are slamming bad science on Twitter, and I think that's gone a long way toward pushing some of that....
There was Teh Food Bae for a while who is very widely discredited now, but was really altering people's buying habits. Now, when you have internationally recognized scientists, who have become celebrities in their own right, taking on the mantle of stopping bad science that.... Some of the larger multinationals are giving their staff the ability to interact online and tell them to have those conversations.
I'm hoping they're seeing a wave of people who now want to know that the information they're getting is accurate and not just accepting what they hear, because they're the so-called experts.