If you make something very easy to make.... I know we're comparing ourselves to jurisdictions across the world, but Canada is unique because we have some of the highest contraband rates in the world when it comes to tobacco, and the experience that we have in the tobacco sales.... I personally have been selling tobacco for over 30 years in my convenience stores. My brothers and I and my parents have been in the business for about 40 years. I have experience with selling tobacco. I have experience with the changes that have happened in our industry over the last 40 years. Today we have far fewer smokers than we did 10 years ago, and we've done that by working with governments and doing things.
The display bans that came into effect that we had to do, again, were very tedious for retailers, but didn't really make a difference on the sale of the tobacco, and I think it's very difficult for people to say anything different unless they work in the business. All that it did was cause a lot of harm and pain for retailers who had to try to find the stuff, so it becomes extra work. When it comes to plain packaging, our interpretation is that government wants to move people over from an illicit product to a legal product, so you want to be able to distinguish between what is legal and what is illegal.