Yes, I have a couple of comments. Going back to some of the work around plain packaging, as well as the products and how people who are addicted will view them, I will say that colleagues of ours have done some studies with brain scans in the U.K. Very interestingly, the package warning labels are not seen by smokers when they come with the brand, but on plain packaging they are seen, and that has been proven in brain scan studies now.
That said, we do understand that there needs to be a way in which we look at this.
In terms of not advertising or not promoting to physicians, and if you're speaking about heat-not-burn products, if that is true, then is there a reason that the tobacco industry has...? They are manufacturing those. Why don't they stop manufacturing combustible cigarettes altogether and just simply have the heat-not-burn products?
That's one question. Right now this is confusing everybody, because these are actually tobacco products that are being heated. They don't necessarily have the same level of reduction that is possible through vaping products, so is that really a harm reduction product? Is that really a product for doing that?