We do care. I do care. It's a reality that affects all Canadians—everyone—so we care. We have to care because otherwise we lose customers. Therefore, we have to come up with programs that resonate with and provide value to our customers. That's what our merchandisers do every week.
In special times you have to extra special effective merchandising if you're going to resonate with your customers, and I think that's what our teams have successfully done.
You have heard of certain price reductions. We have certain price reductions all the time.