Mr. Fergal O'Leary:

We have being doing research on public awareness for at least the past decade. What we are seeing in the information we collect when we look at the markets is that loyalty is getting less and less among consumers, which is good. We think that is a reaction to their loyalty not being rewarded. That is the basis for it. There is a tipping point somewhere, which Deputy Doherty has identified in terms of the individual case studies and the file he gave to us. There is a point where public awareness is not sufficient. We want to do public awareness and we will continue to do it, but there are probably other measures we need to look at as well. We know the Central Bank is doing the same in its sector.