I would love to know how you think it's working or how you evaluate whether it's working, because sometimes we do things that make us feel better, but we're not actually sure whether they're working. I'm a physician, and we used to prescribe lots of things that made us feel better.
So I guess I'm just wondering how you evaluate whether this actually is changing people's shopping behaviour, but also, how do you deal with the politics of the industry and the fights about things that get red lights?