It's interesting to note, to the Conservatives' point, those price increases have happened at a rate much greater than the carbon tax and also at the same time when oil and gas companies are reporting record profits. That's just something to put on the record.
Anyway, I wanted to move on to my questions here. I want to congratulate you because, first of all, I know your company is membership-driven, so people make an active choice to get a membership to shop there, and I think we've seen the results. I think you were recently voted Canada's most respected grocery retailer, while we saw Loblaws fall to thirteenth and Sobeys drop to ninth. Why do you think Canadians are losing faith in companies like Loblaws and your competitors?