Our understanding is that their cost of production is significantly higher than the cost of salmon at the moment. It's $4.90, whereas the price for salmon is $2.30—at least it's $2.30 in North America. I don't know what it is in Denmark, but presumably it's not that different.
They're going to be challenged. This is information that we're picking out of the stuff they're releasing. So we'd have to get more detail than that. We don't know enough to be able to say how viable it will be. The figures we've seen show that it will be a challenge. But it's part of the effort, similar to what we're doing in trying to find ways to prove these things out.