It basically had to be rolled out the door very quickly; it was spent on generic promotion.
Your question about price elasticity and the response of various components of the lobster market to price changes, etc., is a valid one. We don't have the degree of research we'd like on that. We know from discussions with buyers in the United States that we can sell every lobster we want at $5 retail, but that equates to something pretty low in terms of landed value. We do know the break-even prices for various LFAs. In low-volume LFAs, the break-even price needed by a fisherman is something like $3.80. If they don't get that, they don't cover their costs.
In other higher-volume LFAs, we have a lot more production per licence. It could be lower, but we don't know at this point how the market would respond to a different price, except to say that if you drop it low enough they will sell. But that doesn't help us in terms of what is needed to allow this industry to function effectively.