There is no rationale. I think a part of it was the sponsorship issue. The funds for advertising for Health Canada were sent to the Privy Council Office, and there's a whole history and story there. It's all tied up with that issue.
But it's a program that's working, the mass media program. Do you remember the Heather Crowe ads? They had a huge impact. Canada in the seventies had the highest per capita smoking rate of any country in the world. We were number one. We're now the lowest per capita tobacco consumers in the OECD, but why stop at 20% of the country smoking? We can get it down to 10% and 5% and save huge medical costs 20 to 30 years from now.