I'd like to make two very quick points.
First, easy is seductive but destructive. We need to get that across to people. We've socialized the “I can't cook my dinner” thing to be the norm, but you know, people were tired in the past, when they actually did stuff physically all day, and they didn't have Lunchables and so on. So we need to get that message out and teach people that.
The second point is in terms of data collection. The Canadian health measures survey at Statistics Canada, which will go into the field in February, has been funded--one time only--to measure 5,000 people in the country to get direct-measures health data in Canada. This will be the first and only comprehensive direct-measures health survey the country has ever done.
Ian spoke to the embarrassment when we compare not just to the U.S. but to most of our peer countries in the world. We're way behind in this regard. We could fund the Canadian health measures survey on an ongoing basis, because we get not just physical activity data; we get spirometry data, we get anthropometric data, we take bloods, we get bio-monitoring data. It's a very comprehensive survey, and it needs ongoing funding.
Our funding currently is in the order of magnitude of one-tenth of what the U.S. funding is. And that's already adjusting for the difference in country size.