My impression is that these are constructive observations, not bow shots. I think they are simply trying to convey information.

The key to guarding Morris isn't trying to block his shot, it's trying to stay in front of him.

It's been interesting, in a little bit less than nine months weve gone from trying to convince people that :30s and :15s were a viable option, to now were responding to requests for even shorter length commercials. Weve had major national agencies come to us and talk to us about what were now calling 'ad-lets,' which are five-second commercials. Weve had requests for seven-second commercials. Its really spawned a different kind of conversation and a different level of participation with our advertising partners. Thats all really very encouraging.

Some of it is inexperience. It's a different game. We're trying to build habit-forming things -- close-out drills, contesting shots. We're not trying to reinvent the wheel.

When I talked about my partner, you could see them sort of processing that information and trying to figure out what to do with it. But very soon, you get past any initial sort of hesitation to where you're talking about your kids, and what they're going to wear and what they were like as a toddler, and sharing blankets and doughnuts.

There's a lot of information online about physical things. I'm trying to figure out ways to access it in the real world.