With sugar, it’s sort of out of sight out of mind. If you don’t see it, if you're not around it, you’re not likely to crave it. Whereas with cigarettes, and I assume this is certainly true of heroin and cocaine and alcohol for alcoholics, if you make the attempt to give it up, your brain is definitely crying out from dysfunction. While quitting smoking there’s a three-week period where your brain doesn’t function right without nicotine doing whatever it does to the nerve endings, and clearly it's the same case for other addictive drugs. I've had people tell me that they go through cravings like that when giving up sugar, but they seem to be rare. Whereas I think for most of us, if it’s not around, you don’t really think about it. And even with my children, if it’s not around, they really don't think about it. It’s only when they’re confronted with it that they go ahead and eat it.