Right.
Mr. Vernhout, I'll come to you because I can see you getting a little bit agitated by some of that. I just want to narrow it down because there are definitely views and opinions, at the end of the table here, where Mr. Vernhout says that people say it's not as hard as what they thought it was.
What I'm hoping to get from you, Ms. Morin, is some of those examples that we can tangibly see that—the $40,000 was a great amount that was brought up by the Canadian Marketing Association. Is that an outlier in this? Is that the norm? Again, I'm trying to get a sense of what you think.