I will start, and others may have comments.
I think some consumers have grown up in the age of the Internet where content is widely available for free online, and if they can access it, they don't give a second thought to whether they are accessing something that someone else owns a copyright on. It's available; they consume it.
Oftentimes critics of ours will say that if we made our Canadian content, for example, available at more reasonable prices, people would then consume it. They lay the problem at our doorstep.
I will give you a practical example. That's not the problem in our experience. There's a show called Letterkenny, which is an originally produced Canadian comedy that is very popular. It's available on our over-the-top platform CraveTV. I think all four seasons of it are available on Crave for a subscription price of $9.99 a month. If you want to consume Letterkenny legally, it costs you less than 30ยข an episode to get it.
We are making Canadian content available online the way people want to consume it and at reasonable prices, yet piracy continues to grow.