Our objective is not very different than it is for other people with strong content. We are trying to understand the risks and opportunities ... while bringing more value to the fans.

When you want it, where you want it. That's a powerful driving force.

We're just trying to get a great response. This is our first one, we've heard of other people who have done it.

They're trying to push us. I've had to tell a few people more than once.

It's not just in financial services. In manufacturing environments, we're seeing people trying to steal intellectual property.

The message we are trying to get out is to be conscious of different points of view and people's different experience. Our overall position is we don't want anybody abusing a resource - that we would object to.