Absolutely, 100%, it has. It's not just when you're in your middle years and as a teenager now with the MP3 devices and so on. As you age, if you have that noise-induced hearing loss, it exacerbates normal aging-related hearing loss. That's a huge challenge.
Again, we need public awareness. We need families to understand the issues related to seniors and hearing loss. We find that if—and this is studied by the psychologists—a family takes interest in their senior with hearing loss issues, that is the most significant factor to the uptake and the use of hearing devices.