A lot of this echoes, again, what you saw and heard from that Vivic report and maybe some of what Robin touched on. Looking at the behaviours themselves, when we think about the activity of self-preferencing, that can harm competition because in that ecosystem, in that marketplace, even if a product has a better price and is arguably of better quality, it will constantly be demoted in search, in favour of a platform—again, the person owning or operating that—in favour of their products.
When the consumer doesn't even know that this is happening, we can start to think about how to interpret that behaviour. Is it deceptive marketing? Do we have to label when self-preferencing is occurring? Do consumers deserve the ability to opt out? Then, what does it mean? Again, what are the implications for those third party sellers? Because you're absolutely right. It's not just giants like Amazon. The behaviour itself is becoming ubiquitous. We see it at The Bay. It's an online marketplace open to third party sellers that also has private label products that are consistently self-preferenced over others there, and not just—