Sylvain Charlebois

To your point.

So if one drops, it doesn't mean the other drops.

It just means that the industry has a greater ability to manage margins, essentially.

So you may see lost leaders, you may see deals here and there, but the bottom line is that

Yes, it's like the tide.

You know, the tide, when you see a dock, the water goes up and it leaves a line.

That's the mental line in all of us.

So markets, companies know that we actually have kept that line in our minds.

So we're willing to pay more for chocolate and that will remain in our minds.

And they know that.

And so it's the same for everything else.

It's just, you could see more lost leaders in the market.

That's basically what happens.

And not all chocolate are created equal.

So like milk chocolate, for example, cocoa content is very, very small.

And so they're not impacted by costs, are not impacting prices.

say milk chocolate than like dark chocolate where there's a lot of cocoa in there.

So obviously I wouldn't expect changes with dark chocolate as much as say milk chocolate, for example.

I can think of at least 10 products that have actually had their TikTok moment in the last couple of years.

I'm thinking of celery, cucumbers, and...