larson. we're here with dr. john cannell. i mentioned earlier, going through the health-food store, you take a look at the multivitamins. see for yourself -- most of them have, at best, maybe 400 i.u.s. you're looking at the vitamin d that you can buy itself as a standalone vitamin. i saw a couple that were maybe 1,000 or 2,000 international unit tablets. but again, too many fall far short of that 5,000 number, and the 5,000 is what you get with purity here. why is this so important? >> well, there's this study by professor robert heaney at creighton university that shows when you get your blood level up to 40, your body has enough for all the things it needs to do, and it begins to store a little bit of the vitamin d just like your ancestors used to store. so if your level is less than 40, your body is basically using up your vitamin d as fast as you take it for all the things it needs to do. think of vitamin d as a series of mountain pools with a big pool at the top and smaller pools below. >> okay. >> the top pool we've al