Dr. Charlebois, on the same subject, you did make mention of the culture that exists.
Loblaw certainly had its feet raked over the coals publicly on the recent decision that they were going to reduce the discounts available on same-day sales from 50% to 30%. Can you expand a little more on the culture? To me, it appears that this company simply is unable to read the room and that there's a certain amount of tone deafness with respect to its public relations.