I would add that the tobacco control environment in Canada is more than the health warning messages per se. We are very fortunate to have worked very collaboratively with the provinces and territories, so they also have retail display bans. As you know, tobacco products are hidden from the view of young people.
Those two work together. Packaging is always of interest to Health Canada. We monitor the market and post the health warning message implementation. We're fortunate to have a number of inspectors across the country who can tell us what's happening on the ground. A lot of our colleagues across the country send me letters all the time letting me know about innovations, so that's very good.
Your third question was about the staging. In the last go-around we had more of a process like that for implementation. As Mr. Clayton pointed out earlier, the preferred option for the industry is to have one implementation period so that it's competitively equal for all. There was a difference of views within the industry when they came to us and reported back on the consultation period, and it was felt it would be best for the industry to have one date of implementation.