Thank you. I'm sorry for giving you the signal. I want to get another question in.
We noticed that in 2015, the United States had the Congressional Research Service do studies into the relationships in retail prices. In particular, they looked at patterns of consumer behaviour. They noticed that consumers, when they're presented with two identical products at two different retailers, will, in theory, choose the one that's offered at a lower price. However, the evidence shows that they will continue to purchase products at higher prices from a preferred retailer due to constraints like time savings or convenience. They will also accept higher retail prices if there's inconvenience associated with travelling to different stores.
What I want to ask you is whether your company takes advantage of those well-documented consumer behaviours. Knowing that when a consumer is in one of your stores, they're more likely to stay there rather than suffer the inconvenience of travelling elsewhere, has your company ever taken advantage of those patterns of consumer behaviour to benefit from higher prices?