I have another example. My wife went with my daughter to buy a camera. They came back with a camera in an inside box that was maybe four or five inches across and about two inches deep. The exterior box that it was in was about 14 inches by six inches by six inches.
My background is in the print industry. Every time I see a food product or a consumer product like over-the-counter pharmaceuticals, I'm always astounded because I know what they're paying for that packaging compared to what they could be paying. The earbuds are one thing where you have a higher-costing product, but when I see $3 or $4 products, and I see that they've probably spent an additional 30¢, 40¢, or 50¢ on their packaging, it always astounds me.
Are there discussions in your group regarding the ability to bring down those costs in a way that still allows them to display their product? It comes back to that question I had earlier on the competitive aspect of it. I still think that plays a large role in why they package the way they package. They're looking for that package to be bigger because it looks like they've got something more substantial. How do you address that now among your competitive businesses so that they would come forward on a common front?