I'm certainly with you on that. I have to say categorically that anything we can do to stop new generations and non-users from becoming addicted to nicotine, we should be doing, as a society. It's an incredibly addictive drug. It's in all of our interests to see the addiction to nicotine ended in Canada, if we can get there.
Doctor, I missed you in the first go around and the second. Do you have any thoughts about advertising, and is Bill S-5 restrictive enough for e-cigarettes and vaping, or do you think we should be doing more?