 So you're right, people's habits around food are strong. It's really hard to change people's behavior. We know that from a lot of different studies. But there's a lot of other research that does document that people do respond to negative information about firms when it's relevant to the product. For example, when there was adulterated infant formula coming over from China that had killed several children and hospitalized many others, there was a significant decline in exports of all dairy products from China for quite a while.