I think the most important factors drawing people into the licit market are availability and price and the different types of product on offer. Anyone who uses cannabis already should not be induced to use more through branding. Branding has more impact on youth and initiation than it does on established smokers. I couldn't agree more about the desire to reduce illicit tobacco, but that's why I said that we have 20 years, 30 years of experience in tobacco and restricting branding. There is no association.
I think it's some of those other measures that you will have heard from experts about that are most important. Branding serves to induce use among young people primarily. I don't think it's going to stop a consumer who already uses marijuana and wants to buy it through a legal retail outlet.