Yes. Thank you, Mr. Longfield.
I'd like to think that the Retail Council and its members can offer a unique perspective on this, in that our members have the direct interface with the consumers. From what I'm hearing from the members, the consumers' knowledge of the actual legislation is limited to non-existent. But as Mr. Hill has suggested, consumers want what they want and they want it now, and they don't want what they don't want and they want it gone right away. So it is not in our members' best interests to be doing marketing when the consumer doesn't want it. Just from a business self-interest perspective, it's about giving the consumers what they want.
I think what I'm hearing from the members is that today's consumers are more knowledgeable and more tech savvy than they have ever been before, and they want that kind of control. So maybe I'm repeating what Mr. Hill said, it's the ability to subscribe, and to refer to my earlier comments, by brand and by type of message, and to unsubscribe by brand and by type of message. That's what we're hearing they're looking for.