An honest answer would be that the department knows full well the importance of plain and standardized packaging, but the enthusiasm was especially significant for standardized packaging, because the multitude of packages in the marketplace makes it very, very difficult to draft regulations for regulating this industry when it comes to packaging.
One package that I believe may be here today has eight sides. I'm not a lawyer—Rob is a lawyer—but I wouldn't want to draft that particular regulation.
But more than that, what happens, of course, is that by having an eight- or six-sided package, you reduce the size of the major face, so you can in fact very artfully decrease the size and impact of the warning and increase the beauty and allure of the package, because there's more space then going to the other five or six or seven sides of the package—or four or six sides. You see, it's so complicated, I can't even get the numbers out properly relating to the sides of the packages.
But the fact is that standardized packaging is absolutely critical and meshes perfectly with plain packages, which is where the whole world is going. And Health Canada will have to go there, but we first have to get rid of the stale packages and get these out.
I must say, I echo what Cynthia Callard said, that the department, in my opinion, was completely committed to doing a good job on this. I believe there are all kinds of members of the government who would like to see this come forward. That's why it should be non-partisan and we should get this out in a heck of a hurry.