No, I understand, but, respectfully, profits have been going up significantly, however you look at it. Whether you want to look at margin numbers or whether you want to look at whatever segment, they have been going up. It would seem to me there was room to keep the price freeze in place and not increase those prices, while having the promotions and the other things you're talking about.
I would also like to hear from Mr. La Flèche on this briefly as well.