You have a declining trend here, and you have an increasing trend here. But what's misleading here is the way that they've plotted the scales. These scales are not the same. So when you look at this, you say not only is there an increasing trend of people who prefer Thrill Soda, but the way they set up the scale, it looks like the trend is above. It looks like if you look, the human brain is tempted to compare these, and they say, look, not only is this an upward trend, but it's above this trend right over here. Even in 2006, this data point looks higher than these data points right over here. But the reality is that it's only because the scale is distorted.