There was discussion of that throughout the work of the task force. I think one of the reasons the advertising option was put forth is that they are an iconic brand. They have a large presence in Canada.
When we looked at the options, we had to look at how it fitted with the workforce, the mandate, and their core business. As we said repeatedly, there is no magic bullet to the problems. There has to be some sustainable change. We can't just add on to what they're already doing and generate revenues or reduce costs.
