This is probably a test of whether advertisers are willing to see Google as a place to get all kinds of advertisements rather than just online.

This is such a new market for advertisers that only some are willing to test the waters before knowing what they're getting for their money. They see the value of videogame advertising in that this is a highly sought-after demographic and difficult to reach through other media. And they'll base their decisions on some of our data that we're doing in a custom fashion. But, for video game advertising to hit critical mass, we need to have that ongoing metric. That's when we'll see explosive growth, like the 56% compounded annual growth we saw in Internet advertising, which we believe is largely due to the measurability of that medium. We think we're going to see similar types of compounded annual growth for video games once we get measurement.

Look, we knew there was going to be a fallout because advertisers take a cautious approach to risky shows. We've been through it before. Our competitors have been through it. If the show performs, we find that people get comfortable and advertisers come back.

It's because I have no sense of shame that I'm always willing to give things a go: I've ridden horses naked into the sea, I've climbed rocks, all kinds of things.

It was just forgotten, really. It was probably a miracle that anyone found it.

I probably should have taken a kit ... and tricked it out.