I think it's just as likely that something in the market or the trends spooked them and they are trying to take preventative measures. But, if you think about it, many of the folks currently using artisan aftershaves would have been using AV if not for the artisan boom.About a year ago, I noticed that Combe invested in a Aqua Velva website and revamped the sticker on the bottles. Can we conclude that the steady milk cow was producing less ?