We've done price elasticity studies, and the answer is always that we should raise prices. We don't do that, because we believe -- and we have to take this as an article of faith -- that by keeping our prices very, very low, we earn trust with customers over time, and that that actually does maximize free cash flow over the long term.

历史是让死者开口说话的艺术。

The true cost of unsustainable fishing is far greater than what we see on the surface.