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.

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.

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

The long-term virtue of this idea, what you'll begin to create, is a terrific lifetime habit that will give a person a great deal of lasting benefit. That weighs a lot more than the short-term thrill of tearing off the wrapping paper.

When there are guys who are smaller trying to carry that much weight, there's a health issue going on.