Thanks for that, but you did speak about ROI. You spoke about a “bang for our buck”, and I'm wondering what that looks like structurally.
Do you have people doing regression analysis? Is there a place Canadians can go to see how these things impact our prices, or is it really just something where we are hoping and we have good feelings about it? Is this a vibes program, or is there actual data that Canadians can look to and see the return that you're talking about?