So we set as an objective, basically, that we think that rivers should be clean enough to swim in. That's a proxy for environmental health—you know, pop down to your local river, put your head under in summer without the risk of getting crook—and most New Zealanders believe that that's an appropriate ambition, and they know that in order to get there, we've actually got to change the status quo, because the status quo is that you can't. 