Certainly. That's a very good question.
I think tobacco harm reduction states what it is. We have five million smokers in Canada. That's not an insignificant statistic. We have five million people who could possibly die, so do we just not do anything for those people? Tobacco harm reduction will assist, and we believe that electronic cigarettes, vaping, will help slow down those people smoking.
There are 37,000 people who die every year. That is an appalling statistic. So what do you do? Are you telling those people, “Sorry, we don't care”? I think this product will certainly help alleviate the suffering and the deaths not only attributable to those 37,000 people who die, but also for their families and for the future.
I think it's something we should certainly support, be it in Canada, the U.S., or the U.K. We are talking about real people and we're talking about real deaths.