They've done a great job of marketing the product. The day after he was hired, Coach Pearl was on Cumberland Avenue, talking to all of the students at the restaurant, asking them how the school could make going to games a better experience. Everyone is pretty fired up.

He told us this is your team, and that he was our coach. Then he said something about us beating Florida that I can't repeat.

It's been a complete 180. It's hard to imagine that this was basically the same group of guys from a year ago.

I look at it as smart growth. Smart marketing. Is there a case to be made that we're too many places and we're too many places too fast? There probably is. But at the same time, there's not a seat to be had in the house, and people are tuning in all over the country. So you can't argue against it, either.

At the end of the day, it is about increased effectiveness from your marketing dollars and Interactive delivers this.

In 1998, when we started doing email, I was involved from day one. We learned permission marketing right from the beginning.