To complement what Kevin has said, I think there's been an evolution in the story and what we've learned through this trend. Retailers and the food service sector have been supporting the eco-labelling and eco-certification movement mainly because of the pressures that ENGOs have put on them. It's not consumers putting pressure on them; it's the ENGOs putting pressure on them. They've developed these demands over time, and the department has engaged with these retailers here in Canada and abroad, in the U.S. and in Europe, to get a better sense, and to give them the story and explain to them how fisheries are managed.
I've seen an evolution in that to the point where they don't necessarily take for granted some of what they hear, which they did in the first place in the earlier days. The consumers themselves in their own shopping centres or in the restaurants are not the majority asking for the information. In fact, consumers are looking to retailers and to restaurant owners to do the job for them.
When you buy a lamp at a store and there's a little sticker on it, do you read the sticker? The sticker's about the CSA—