The documents seem to suggest, certainly today's documents, that they had two basic objectives they were quite concerned about in the, by the early '80's. Well I think the industry survives by capturing young smokers. And young smokers, I mean under 18. And they know that 85 per cent of today's smokers in Canada and the United States come from people under the age of 18. And in fact if you hook them young, you hook them for life.
Children are the future sales, future profits.
Well, there is that. There is a myth that a light is better. I mean the moniker has been really exploited. As you reduce tar, you're supposed to reduce risk, biological risk. Well tar goes down and when you talk about light tar, you talk less tar.