I worked, as an example, for a time in the multiplex industry. You do your numbers, and you look at where people will drive to your cinema chain, and then you take the commercial risk of investing in that site, going through the planning process. Then you open it and you hope they will come. What we found in that industry was that if you had one multiplex in an area, you had a certain amount of business. If you put two in that area, the business grew three times. The supermarkets know that it's a highly competitive market place that they operate in, and they have themselves, at a margin level, been totally shocked by the rise of inflation in this country. Inflation in this country is what's driving this behavioural change.