That makes sense. That's interesting. So, I'm understanding that you are saying multi-product use is so common that you expect it to define the industry's future.

Yes. Essentially, we are transitioning from a cigarette consumer, which was the past, to a poly-consumer, a consumer of different products. A cigarette consumer might still smoke three or four cigarettes per day but also use vape, heat-not-burn products, and so on. On one side, consumers are diversifying their usage. On the other side, companies need to be equipped with an offer that matches this new dynamic from a consumer perspective to maximize consumer retention and profitability.