The food production system is so far away from most of our lives that it can kind of do what it does, and most consumers don't need to take note. And I think a lot of the powers at be have reason to sort of... not want to admit that production practices can contribute to things like bird flu, so that story is not widely reported. This bird flu itself, it was a big deal back in 1997 when it first hit Hong Kong and people were dying from it there. But it sort of has been lingering in the background for so long that there is a sort of complacency like 'Well I guess it's just around' and we, you know, almost wind up ignoring it because it's been there so long.