extremely seriously in this immediate period of commissioner gotlieb's demand but in the longer term as well. because in some ways this is an issue that transcends for democrat -- because what we're seeing is the tremend uptick in first time users. frrgs they're not trying to preplace their traditional tobacco e-cigarettes. what we're signing is an enorms market in high school students, middle school students and a giant industry is being created around that market. and so in one sense i think what we're seeing is a slow motion train wreck and that -- rather than things getting better as they did around tobacco and