I have a philosophy that everything you write doesn't have to be good for everybody. There are going to be people that get irritated by some of the things I write-including my parents. And then there are going to be people that you draw in because of the pointedness of certain things.
In an industry that has the capacity underutilization that we have, why wouldn't we? It's just common sense. Apparently they're successful (in Canada). Our standard approach is not to cookie cut things. Every market is different, every theater is different. The devil's in the details.