So initially, you were working with regulators to help them understand heated tobacco products, and then at Imperial, you focused on launching these products. Is that correct? Great. I have many questions. One thing that strikes me is the varying importance of vaping products, heated tobacco products, and modern oral products in different markets. Could you help me understand why there are such differences in adoption across various markets?

In terms of why smokers might be attracted to heated tobacco products, it's mainly because it's the most familiar product in the new category to their smoking experience, if you want to put it that way. Plus, it comes with some benefits. It's proven to be less harmful, which is a key driver. Additionally, there's no ash, less odor, and it doesn't leave your clothes, hair, or fingers smelling, making it a nice evolution from smoking to using a product like this.