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Is Bigger Better Better?
I think that the point about value is particularly important here. Because we're coming from a world where bigger is better, but that's not necessarily going to be the case in the future. And I think there's also this opportunity now that we're seeing direct-to-consumer brands like Dollar Shave Club and others. Everything has been disrupted in the supply chain. And we're about to see it be disrupted in the value chain as you lay out in the report.