I understand that. You can sell oodles of potato chips and have no margin, which was the contention of Mr. Macerollo's predecessor some years ago.
My interest here is that the consumer doesn't know the price yet. You've already established the wholesale price for tomorrow, which sets in motion...given the extent to which you control not only the retail sector but also the refinery sector. Mr. Macerollo began by listing all the companies that both of you represent. That, to me, sounds like 95% of all the gasoline coming into this country, or better.
How is it possible? The consumer has no impact on that price. The consumer doesn't even know this. In fact, our government refuses to publish these prices beforehand. But that will be the price at the pump tomorrow, regardless of what the consumer, driving over six lanes of highway, if I've heard the explanations from the Competition Bureau before.... These are prices that you've already predetermined. How do you do it? And more importantly, how is it that it's always identical, region to region?
Mr. Baily.