The business is driven by money. The guys who take the pictures don't care how they get the photo because they have nothing to lose.

The shirts have sold well and I am delighted that we will have exposure to celebrities attending Sundance.

I'll never be able to make this a business built on singles. But this is real money for us.

Golf generally is a lousy business. Most courses don't make any money. Golf is designed to sell something. Usually it's real estate; in this case it's casino rooms. The golf itself is a loss leader.

We had to do a lot of up-front setup. Companies can go out of business if they have a fire and haven't prepared themselves.

We have to figure it in the cost of doing business.