Bringing the smoking rate down from 42% to 18% over the past couple of decades. you think about it, it used to be cool to smoke, people did it in airplanes and restaurants. it's now socially shunned. you have to go stand in the rain on the sidewalk to smoke, and this is an extension of the same thing. it's not cool, it's not what everybody does. >> right. it is striking when you see a big company do something like this. it's a reaction not only to government, it's a reaction to the culture, there's an interplay there and we talked so much about gridlock in washington, the push is a fairly bipa...