Consumption is going down. Depending on the study that you look at, we'll say there are 20% who are smoking in this country, but it's down as low as 16% in some populations. The population we are concerned the most about.... Your question, I think, speaks to addiction. Those who are very deeply addicted—we know that addiction to nicotine is a very strong one—will certainly pay a great deal to get the product to which they're addicted. We believe there's still room to move.
For the Canadian Cancer Society, one of the biggest areas of focus is young people. I said in my comments, “no new smokers”. This is why, with young people, the price point is especially important. Those who are addicted, they're adult. They have been smoking for years. We do everything we can to help them stop smoking, if they're going to. Part of that is the pricing issue, but you're right, they will continue to find the money to fuel that addiction. For young people, we don't want them to start.