authenticity that a brand like Lollipop

is going to have. First of all, the

category creator, but the second in

terms of our health credentials, how we

run our business. I think there's

probably an underlying conflict that a

lot of consumers are going to have

between, okay, do I really trust a Coke

or a Pepsi to give me health product if

that's why I'm engaging with this

category? I think that a lot of

customers are probably going to say,

well, you know, maybe not. They seem

like followers in the category.