We recently, for example, worked with Price Waterhouse Coopers to develop an economic modelling platform to understand what are the costs of acting or failing to act when it comes to the National Obesity crisis? But challenges still remain, and they're at many levels throughout that web I showed you earlier. They're personal. They're social. They're ideological..political to do with the way we stretch our health systems and our and our economic systems. But the thing that we really have to challenge is the frame of personal responsibility and that's associated with blame and stigmatisation. And we need to shift across to a model of shared responsibility. It's too easy to blame the individual when what we need to be doing is not abdicating individual responsibility, but rather supporting and empowering individuals, families, communities to live healthier lives by offering effective pathways to prevention, treatment and care.