passed along to the consumers, and not only that but the tobacco companies are also -- the ones who are supporting our schip programs as well. so, at this point they are paying for it as a result. so, until, you know -- >> trillions of people are not dying as a result. >> exactly. the point is that is a confluence of public pressure, public health campaigns, regulation and all sort of state regulation. mark, i want to sort of give you the last word on this issue about regulation. >> you did. >> you'll have to write another column and we'll have you back on the show. this is what you do for a living. you have too much knowledge. >> okay. what's the question? >> the question -- the question is about where -- how we start thinking about regulating this industry in a way that gets us to the middle place. that's what i think is interesting, because, you're right, we have the two polls either eating things wrong or buying the $9 tomato.