It's going to have to be in the tens of millions of dollars. I'm thinking that at least $20 million to $30 million would need to be invested. We haven't done any work with marketing agencies to see what would work effectively, but with the number of dollars being used right now, at least $20 million to $30 million would be required.
It's almost too late, except that we know that WHTI is going to be with us forever, so we might as well begin today. For June 1 and its full implementation, we're too late already. But we have to deal with this in the fall and in the winter season, and it's going to be important for us to look at a campaign at least a year long.