let me put it to you this way. everything in the ocean is plastic today. and if that isn't bad enough, the plastics are the most perfect sponges for ddt, pcbs, flame retardants, phthalates and a little bit of poison. biomagnifies up the food chain 100,000 times. so when you have your fish, you're having a lot of poison, ed. >> that's not good news, because i love to eat fish and i love to catch them too. you know, this is scary stuff. paul, would we have anticipated this some five years ago. >> the trends have been clear, ed, for the better part ofica y ical three decades now. i tell people, it's easy to read an article on the web, easy to watch a cable news program and take some talking points.