Yes. I worked for several years on tobacco taxation. That element is a very key part of the anti-tobacco strategy to discourage smoking through education, through health warnings, through regulating the marketplace, and through taxation to ensure a high price. I think one of the key things about tobacco is that it's a product of an addictive nature, where there's a very clear-cut goal of trying to reduce consumption to the greatest extent possible, and so of pursuing a particular strategy.
The flip side of it, of course, is that there have been contraband pressures from time to time. When the price of tobacco products rises to a certain point that the market will no longer bear, we see contraband pressures come in because of the addictive nature of tobacco and because people want to continue to smoke. It's an interesting case study, but it is a good example of price point analysis.