There is a term that has been used in the past in the public health business about hard-to-reach groups. Kids are a hard-to-reach group, and when you put a lot of resources into reaching a hard-to-reach group, you in fact can increase your morbidity and mortality, because resources are being taken away from the groups that you can influence.
There's no evidence to suggest that introducing something like social media would do anything to affect this hard-to-reach group in a lasting way. Cynthia Callard was extremely eloquent when she explained this. When you delay the warnings in order to introduce the social media, you take resources from the new warnings away from the easier-to-reach adults and the relapsed smokers. We must not forget relapsed smokers. These are the people who can be influenced to come back into the market—and that's millions of Canadians.