I think it's a bit of all. The industry decision in Canada is highly based on what markets are asking for. In fact, as I mentioned, in northern Europe they're demanding MSC, so that was a lot in the decision to go down that route.
In terms of the actual credibility of the program, what makes an eco-label or an eco-certification process popular is what markets are asking for, but also the credibility of the process. The Marine Stewardship Council seems to be the process out there that meets the most FAO guidelines in terms of independent third-party process. It's very thorough and allows for input into the process by the public. By and large it's a very credible process. There are processes that don't have a very thorough process. You pay a couple of bucks, $5,000, and you get your label. MSC processes are credible, strong, very thorough, but on the other side they're very expensive to go through and to maintain as well.