If I could add one comment to underscore what Mr. Cunningham said, plain packaging is the next big key thing that we need to do in tobacco control.
The other thing I would point to is that we did have an investment previously in public awareness campaigns. I think it was about $10 or $13 million that we put in annually, and we don't have that in place right now. Bringing that back to life, I think, would be very useful—putting dollars back into public awareness campaigns to combat tobacco consumption.