What I was saying is that, as our research revealed, there are a whole series of factors that determine the success, failure, or struggle of an individual company, whether they are day-to-day hydro costs, access to labour, or border issues. Whatever they may be, there are a whole series of factors, which is reasonably expected.
What we're trying to articulate is that, when we look at the overall trends of where the consumer is going and where retailers are going, the attributes around trust from nutrition, ethics, and sustainability are huge game-changing opportunities for Canada to innovate around. We're adding to how we can differentiate when we present that.