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which can lead to a wallet shutdown. it's enough to make summer feel more expensive, but kids say, can we go to the theme park? you say no. you go to the outlets and you would you have one less bag. and this was unexpected and really could have a trickle-down effect on both consumer sentiment and spending. >> i think you're right. what about this natural curiosity? what does this have to do with food labeling? >> well, consumer reports, when you thought magazines weren't relative anymore, they have come back with a petition to say, hey, the use of the word natural. turns out 60% of consumers look for it, they think it's a good thing, but more than 80% don't realize, it doesn't mean anything at all. there's an assumption that the meat, you know, those animals saw the light of day, there were no pesticides, there are no artificial ingredients and it's just not the case. on the flip side, the use of the word "organic," far more regulated. that threshold is a lot higher. watch for labeling to change. >> what about maximum minimum. what's that about? >> you know the obama