No data is available that indicates that to my knowledge. At the end of the day this is a very different product category. Consumers will choose to use it. There is a lower incidence of harm, a lower rate of addiction, a lower risk of car accidents, etc. Respectfully, the comparison to the beer industry is a little different, because you guys will have greater advertising flexibility to control more elements of the supply chain, such as the Ontario Beer Store brewers retail distribution.
These avenues won't be available to us. We are selling to crown agencies that will retain a majority of the profit. That profit will be invested in schools and hospitals at a provincial level, and this is a choice consumers will make.