I agree with you 100%, actually, and I would say that on obesity it's not melodrama or hyperbole: it's an economic matter, so it is a crisis as it relates to the economy.
If you're thinking about individuals making the right choice, the best parallel situation would be smoking and smoking cessation. The way we got Canadians to smoke less, or to have fewer Canadians smoking--perhaps that says it better--was through a series of prevention kinds of initiatives, so that we helped guide the individual to make the right decisions. It was through policy. It was through programming. It was through social marketing. So I think it's a combo of those things--