Maybe with the market rebounding, some companies are getting ready to test the waters again. But the IPO market is still bad and there's no room for error,

This is such a new market for advertisers that only some are willing to test the waters before knowing what they're getting for their money. They see the value of videogame advertising in that this is a highly sought-after demographic and difficult to reach through other media. And they'll base their decisions on some of our data that we're doing in a custom fashion. But, for video game advertising to hit critical mass, we need to have that ongoing metric. That's when we'll see explosive growth, like the 56% compounded annual growth we saw in Internet advertising, which we believe is largely due to the measurability of that medium. We think we're going to see similar types of compounded annual growth for video games once we get measurement.

Some companies do in fact retain their gains while others fail and fade like a fading rocket.

I know there's going to be a strong urge by people to come in and test the waters and use the Father Curran Bridge. But if everybody does that, it's going to be a tough morning.

We have to do it in a cautious, gradual way. ... (We) should go slowly and test the waters.

It's definitely moving the market to bring people to come and buy a vehicle, maybe before they're ready to because of the limited time frame. The deal is so good on a new car, the down side is that the trade-in is affected because everyone compares how new to used is.