It's not that it's gone wrong, it's that the environment is evolving. Things are changing and as with many things in life, frameworks don't necessarily move at the pace of consumer evolution. We're here saying that there's a change. We want to operate within the Canadian cultural framework that has been established.
We have been a proud partner of that framework for 50 years, but it's changing and we're here to say that we have some ideas on how we can evolve this together for the benefit of Canadians. Good, strong, profitable Canadian companies create jobs for Canadians and pay taxes to the government. We want to evolve and we are hoping to keep pace with the pace of that evolution.