I think it's a bit of both, isn't it? We have seen an enormous growth in demand for the product that we have. Skipper Otto grew 50% last year. It grew 100% the year before. The demand for this kind of product is very great, and it's growing.
I think you're right that a certain percentage of the population has a lack of information—they don't know, or it isn't aligned with their values—and will always shop with their dollars first. Increasingly, I think, as people learn and as people have access to good information, they make different choices. I think the enormous explosion in popularity of films like Seaspiracy this past year, where audiences were just shocked to learn about injustices in seafood supply chains, shows that when people learn these kinds of things, they want to make choices. They can become apathetic when they go to the grocery store or the restaurant: “Look, I just can't get any information. I don't know what to do.” For many people, simply not eating seafood isn't a wise or healthy option. I think what consumers are hungry for, and what they're demanding, is more information.
So yes, we do have an education issue on our hands. I think we are amply capable of meeting that demand for education and satisfying that demand.