I talked about Costco.There are a couple of parts to this. In the first part, this is a new material. I'm an economist by training, and John Maynard Keynes had a great quote, “When I receive new information, I alter my conclusions.” The cheeky part of that quote was, “What do you do...?” On the first part, I think it's really getting to that point where we're providing new information to people so that they can make wise choices. As you mentioned, it's not so much about preferences as about getting to that place where we're levelling the playing field. We are in a place, despite that growth, where we still need to level the playing field. That's why we've put in tremendous effort with the private sector, as well as Wood WORKS! in the provinces, on building that culture and appreciation, and working with the specifiers—the contractors, builders, and architects—so that they have an appreciation of the performance of wood and they are thinking about it as a material choice.
On February 27th, 2018. See this statement in context.