Yes, that's what we tell consumers. Canadians want to do what's right; we know that, and we know how highly motivated they are. Everybody's looking for a bargain, but we're telling them that if the price is too low—and we know fair market value—chances are there has to be something shortchanged in it, so the counterfeit is there.
There are techniques that we teach, as we let the information go out. There are spelling mistakes. There are things we're teaching the media about what consumers should look at.
I think the first area is building your awareness, just the process we're going through here, and then we start to give you tips. And we're trying to get everybody—the retailers, everybody—involved in educating and being aware of it. That will help.