I don't think this type of packaging is the reason that people smoke. I think making the decision to smoke is a much bigger decision than which brand you smoke.
At the same time, the reason I did not speak about plain packaging in my remarks is that, frankly, while there are negative impacts in terms of contraband, it's not going to have the impact on public health that you think it will. Just look at Superslim cigarettes. They're not a large portion of the market. Even if they disappeared tomorrow, it's not going to get you to 5% by '35.
Japan is the best example, because we've had heat-not-burn products there the longest. Cigarette consumption went down by 10% last year in Japan. I will bet anyone on the committee a hundred dollars that the year after plain packaging comes into play in Canada, cigarette consumption will not go down by 10%. It's a question of what are the most effective strategies. I think there are things that are being done on the margin, which we can debate, but I don't think they're going to get you to the goal you want, which is really to reduce the diseases associated with smoking.