Food and drink makers are also very agile developers of new products to offer you choice and variety. And these qualities tap into our natural instinct to eat more when there's a variety of foods around, even if it's just a different colour label. You know, it could be the packaging is different than not the actual content. Raspberry, Coke or Pepsi, anyone? I am trying to be very balanced here, mentioning both Coke and Pepsi. And I should say also that beverage makers are working very hard to develop and market sugar-free soft drinks. So I can't say that they're not active in this area. But the more choices we face, the more likely we are to use our instincts. Instead of our rational thinking to select foods and drinks. And Deborah Cohen has done some wonderful research in just articulating all the reasons why we as human beings make decisions which are not particularly sensible from a health point of view. And marketers love how to tap into those instincts. But obesity is still just a matter of individual responsibility. We know this because of the way the media, all kinds of media, not just the news media, repeat this message. We know that putting on weight is just a matter of eating too much and moving too little. And there is a cost to this victim-blaming.