Unfortunately for Wal-Mart, we're still not seeing the trading up effect.

Florida is like Wal-Mart central.

They're not trading me, ... I'm staying.

You are definitely seeing a magnifying effect.

To win against Wal-Mart is not what they want to do. They don't want to go head-to-head in terms of price and brand.

But it's not something we would ever be able to do... unfortunately there are many things that could be done with vast sums of money like this.