Well, I think because of the way the studies are being done right now, most of them are done on recalcitrant smokers or peak smokers who are having difficulty stopping. What is being shown in the naturalistic studies is that in the current framework people are becoming dual users, which means when they can, they smoke cigarettes and when they can't smoke cigarettes they'll use their vapour device. That's the trend that's occurring.
The second thing that we are noticing is that in the short term if you frame it and study it as a medicine to quit smoking, it acts approximately similarly to nicotine replacement, which means that most people who have used that method in the short term will be back smoking within six months. That's where we are struggling with this, and given the current demographic—