Sure, Priya. Well, that's a very broad question, although a very important one, of course. So given where we are, I'm going to make a short answer on that one. First of all, we clarify the fact that we go for a scale launch only once we get the PMTA for ILUMA. And as I said in my preliminary remarks, we are still, today, targeting to get this approval in the second half of 2025. Once we are there, then we have the right product to really go broader in the U.S. And at that stage, we will have been learning with a number of things that we're going to do between Q4 and the moment where we go with ILUMA. And it's -- you're asking, okay, what are you going to do differently? Let's -- let's be clear, we don't believe that IQOS has never been launched in a kind of serious, consistent and profound manner. And we believe that what makes IQOS so popular outside the U.S. is going to resonate with a number of smokers among the around 30 million smokers in the U.S. So we're going to develop what has been working elsewhere. It will be about, of course, going to the smokers explaining what IQOS is about, explaining the experience, why IQOS is a better product than smoking. I think it will be, as always, very important to create the image, the brand territory, but also talk about closely with the smokers, okay, this is a journey to move away from smoking and to go to a better product to IQOS. We will have the same commercial, I would say, a machine that has been successful in so many markets with developing our own retail sales point. We will have a strong partnership with a number of independent and third-party retailers. So we're going to pull all the levers and something that has not been done in the U.S. Because until now, it has been only a very limited launch in a few cities with limited actions. So everything is going to start at that moment for IQOS and there won't be any magic. We're going to use what has been working so well elsewhere, of course, adapting it to the U.S. market.