Thank you, Chair.
My question is for Mr. Luongo.
You said that your corporation shares the goal of reducing cigarette use in Canada and that your ultimate objective is to stop selling cigarettes. You anticipated the obvious question there—why don't you stop?—by saying that people would just switch to a competitor.
My question is, why do you care? If this is a market you're willing to get out of, why do you care if you're losing market share to somebody else? Why don't you take the corporate resources that you're currently investing in the manufacture, sale, and whatnot of cigarettes and put them towards a product you feel is a safer product, such as IQOS?