I'd first like to respond by saying education is always important, and we continue to educate as many consumers and other participants in the supply chain as possible. We have colleagues through the Canadian Anti-Counterfeiting Network, etc., who do a public education campaign, and so on, but that's just the tip of the iceberg.
Hockey Canada also actively engages for Team Canada products for all Canadians at all price levels. We have Team Canada jerseys at lower-priced levels at mass merchants for families under budget constraints, if you will. We have replica jerseys that are middle of the road. We also have the authentic on-ice versions for the true collector, which are obviously quite a bit more expensive.
I think other leagues and other brands mirror that approach in their retail commerce. We all try to reach out to all Canadians at all price levels and all price points.
So the excuse of trying not to support the cost might be weak at best when made by some consumers, because there are products out there at the $50 mark, there are products out there at the $100 mark, and there certainly are products out there at the $400 mark as well.