The main value driver...is in developing a very strong advertising and e-commerce revenue stream.

I think there is a bit of a concern out there regarding the health of their advertising and e-commerce revenues and some concern regarding the backlog. I think it's possible that they could miss the (ad and e-commerce) number.

The real value is in business to business e-commerce.

We believe Steve is one of the most visionary, experienced and capable leaders in the world of e-commerce.

Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.

But if you take the halo effect of all the free advertising and media exposure, put a dollar value on that, I would suspect they probably came up with a calculation that said, at worst, it's about break-even.