Our view is that it's now a substantial competitor to everyone else. It's no longer the sort of toy database that you use for relatively small businesses.

The way I see it, the toy industry is no longer just about toys per se. I call it the family entertainment business.

That's how each opponent is going to view us now going down the stretch. It's down to the wire for a lot of people, and they need a big win. We've got to realize we need that win just as bad, and we're going to go out and compete as hard as we can.

You can't have these sort of prices without a substantial effect on demand.

The applications are no longer bound to the operating system.

It's not particularly substantial. Especially if you look at it from the point of view of the more than 450 billion pounds of government spending every year.