Well, right now you have all these premium cards and incentive cards out there, and ultimately it's the merchants and the fees they have to charge to the consumers that actually pay for the incentives that you get when you get one of those cards. They pass that on to the consumers.
I'd like to hear your comments. How is it fair that it's being offered by--I don't want to single out anyone, but I can think of the Avion commercial just because I think it's quite funny, and then you've got the Scotiabank one. Those are advertising, I know, but could you please just comment on how it is fair to put those costs onto the merchants and consumers, when the cards themselves are being put forward by credit card companies?