I think that's where we start getting at the intersections between competition law and privacy and data management. We see this happening in an analog context. I'm sorry to give an American example, but Target also essentially rips off successful brands, copycats them, puts them under their private label and forces those firms out of their ecosystem and ends their contracts with them. That is copycatting in an analog space.
We can look at sector-specific regulations. We can take that consumer protection approach, which again demands us to be more holistic or integrated when we're thinking about how we modernize our approach to competition in Canada, with the act, of course, at the foundation of that, but also moving beyond it. Also, what are the tools that we have at our disposal? At the core of copycatting is also an intellectual property consideration.
I'll round out that too-long answer by saying that the bargain that third party merchants are forced to kind of tick off in those terms and conditions may not even be explicit. The price of their competing in that marketplace is making them vulnerable to being ripped off and kicked out of that marketplace, because it's not just being replicated. Knock-offs have been part of history and commerce for all time. It's that additional discipline of being price disciplined and priced out or actually just saying, “You can't participate in this market.”
We bring this up in particular because it's been a small-p policy in government. We've encouraged firms to go digital. That's been fantastic for e-commerce—and the pandemic has accelerated that—but if we don't look very carefully at these terms of competition for what it means to compete online, we do all of our small and medium-sized enterprises in Canada a huge disservice and maybe sort of make it deceptive, too, in the long run.