Okay. I'm just going to play devils advocate here, how about brand loyalty from those whom already use blackmores vitamins and see that they can now get infant formula too. I'd say there's something in it, for instance I'm very loyal to Sony, I have a TV, PlayStation, phone, dslr. For me I trust the company to give me a quality product almost without question.
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Okay. I'm just going to play devils advocate here, how about...
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