I'll just do a brief introduction. When we go for plain packaging, the most effective packaging, which we will without question encourage, is a shell and slide package, because it has an interior warning system. One of the things they are trying to do, to be frank, is switch the market away from the shell-and-slide package to the flip-top box. The advantage of that, of course, is that the interior warning system is disposable. It can just be discarded. With the interior warning system on this particular package, it is permanent. Every time that package is opened, the 20 times that package is opened, that interior system is there. And it's even more powerful, in some ways, than the exterior warning, because it can be made to be a surprise. A smoker might not like the impotence warning, for example. Males will say that they don't want that one, and they'll reject it at purchase. But they can't reject a message on the inside that they are surprised with. For example, you could put a warning about gangrene on the inside that they might reject if it were on the outside of the package.
What they are trying to do is switch the market away from this packaging to the flip-top boxes. That is just one innovation.