Correct. At least the marketing seems to be fairly effective,...

Correct. At least the marketing seems to be fairly effective, the brand metrics are always strong, and customers once acquired tend to be more loyal than other brands. It is just that we had free advertising before and now we have to do it ourselves. Overall it is a more sustainable approach going forward, less risk but also less reward.

For Monday I think the presumption is that China is going relatively well. The biggest things for me will be 1) USA progress? 2) new products to diversify demographically e.g. senior nutrition? and 3) capital investment plans? It feels like, at some point, fixing Synlait is going to cost A2M.