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The brand — and the heritage that the brand has — it's really impossible to replicate that, somebody can't set up a new venture tomorrow and do what they can do. It's not sort of possible to go back in time and get Mao Zedong to be interested in your drink. It's not possible to sort of be located in the town where they make their products. So I think they have a strong built-in story that allows them to flourish.