It's very unclear whether consumers are going to be interested. It's still a very limited basket of channels.

We know consumers are interested in being unchained from the sink.

Recycling, packaging, businesses are changing all of those things because that's what consumers want.

With television you may reach a mass of consumers, but people switch channels so often it is hard to tell who is actually watching. The cost of investing in the game is much cheaper than a television ad - especially during the World Cup - and it has other unique advantages.

Consumers want something more inspiring these days.

We continue to believe content is becoming more and more valuable as distribution outlets proliferate.