Economists used to think people are rational, but that may not apply there.
Professor Saunders mentioned a few moments ago that this is a relatively small amount of water. In reality it is. We're talking about very small amounts of water relative to the issues before this committee in terms of bulk exports. In that respect, from an environmental point of view, with the exception of some instances where jurisdictions don't have the same type of safeguards that we enjoy in Canada, and there have been instances of aquifer depletion and fresh water depletion that's of concern, I don't think there's a significant environmental issue here. In terms of the economics of it, it has been largely an effort by some skilful entrepreneurs to market something that appears to be distinct and unusual, and there are people who, whether it's cheese or water, are willing to pay for that.