That's a really good question, actually.
Mrs. Stevenson mentioned the diet industry, and it is a multi-billion dollar industry, and I completely concur that's part of the puzzle.
This is wrapped up, I'd say, in a particular consumer understanding of youth and adolescence, so I think you have to put this in the context of the entertainment industry, put it in the context of the clothing industry or the makeup industry.
Through my lifetime I've seen a real shift. Adolescents were kind of off limits. Certainly, children were off limits for marketers when I was a girl. We've seen that market open up, so I think this is actually quite central to consumerism as a whole. I think this is one of the strategies that is becoming more and more common in the private sector, to collect detailed information about individuals and use that information to shift their social environment and encourage certain kinds of consumption.
I can't put a dollar figure on that. One of the things we'd like to do as a follow-up to the eGirls Project is to look at what's called behavioural advertising, and to get a much better understanding of how these algorithms work and the kinds of interventions that the private sector makes in order to encourage certain kinds of consumption, and that type of thing.