 a scientific-based approach that's worked for us in the past with other issues, the gathering of evidence, the implementation of solutions, the study of solutions, the scaling of solutions, and then to ultimately make progress. Smoking continues to be an issue, but when it was a much bigger issue back in the 1950s and 60s, there were many people who said, this is too hard an issue to address. It's already part of the culture of America. 42% of the country smoked at that time.