see.Stefan, do you wanna build on that?

Yeah, sure.

Building on what Anna was saying, I think one of the things that happened is that the paper was sort of an early mover in, I guess, the intersection of marketing and public policy, nutritional policy.

I feel there's sort of been a push to its... could very broadly call it marketing for good, or how marketing interacts with society more broadly.

Uh, that wasn't just speaking to managers, but it was speaking to regulators.

But very much thinking about how consumers react to a marketing causal variable, in this case, price changes.

They just happen to be triggered by a tax.

in terms of how it was positioned or kind of in terms of what you ha- what you decided to change.