Right, okay.
Joyce, you made a comment that piqued my interest or got me thinking a bit or asking a question immediately in my head. You listed off a number of businesses that have started that process of moving away or, in fact, of not using trans fat anymore. You indicated that they're having trouble communicating it.
Some of the companies that you listed off are unbelievably good at media, are unbelievably good at driving a message, are unbelievably good at having people come into their restaurants or their store to purchase. So I don't understand the relationship between the inability to communicate something that's good for you versus being able to get folks to come into their restaurants and buy their goods.