Still with Hockey Canada, governments are often criticized as imposing sin taxes, for example on alcohol and cigarettes, which drive the black market in those products.
When we look at consumers, essentially it's the price of the product that drives them to the underground market. Consumers perceive that they're paying in excess of what they need to pay, because it's available, as you know, elsewhere.
How do we or how do you convey to the people—and in some cases they don't even realize it's counterfeit—that there is value in paying a much higher price for the authentic versus the counterfeit?