The third operating arm is a lowering in the concentration of nicotine. And if we look at the modelling, this does all of the heavy lifting and, by itself, almost gets us to the smoke-free target that we're looking for. Again, this is no epiphany and has been contemplated by many jurisdictions over many years. There are, however, many issues that arise from this policy, such as whether people simply smoke more of a lower dose nicotine to meet their current dose. This is important because it is the products of combustion that are harmful rather than the addictive nicotine component. A chief economist has recently quoted the American Economic Review 2006 showing that when tobacco excise increases, smokers smoke more of the cheaper cigarettes. He also comments that some existing low nicotine cigarettes have not been at all popular with the general public and offers further caution to the proposal around the generally poor effects of what, effectively, he calls prohibition. 