I absolutely agree with you. That's why I was asking the question of how we reach 100%.
To divert a little bit, 25 years ago we were the first country in the world to say that smoking is bad, so we implemented legislation, etc., and now smoking is at its lowest levels ever in Canada. Given that this is very much societal and cultural, as we heard earlier from Ms. Bear at NEDIC, what recommendations can you give us to get to that broader messaging or that broader education?