We have to do it in a cautious, gradual way. ... (We) should go slowly and test the waters.

Fear and euphoria are dominant forces, and fear is many multiples the size of euphoria. Bubbles go up very slowly as euphoria builds. Then fear hits, and it comes down very sharply. When I started to look at that, I was sort of intellectually shocked. Contagion is the critical phenomenon which causes the thing to fall apart.

I know there's going to be a strong urge by people to come in and test the waters and use the Father Curran Bridge. But if everybody does that, it's going to be a tough morning.

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.

Maybe with the market rebounding, some companies are getting ready to test the waters again. But the IPO market is still bad and there's no room for error,

Forecasting our futures is built into our psyches because we will soon have to manage that future. We have no choice. No matter how often we fail, we can never stop trying.