We started small with one store in Birdsboro, which was probably a 5,000-square-foot garage, and it has just grown over the years.

It's probably not one thing. There are probably a couple of small, different things that are conspiring to make San Diego the underachiever that it is right now.

You can't rent a building anymore for $500. Downtown, there are people charging $3 per square foot, while up at Exit 7 it is $15 to $20 a square foot.

There will probably be one or two category killers.

We are not going to build a 25,000-square-foot studio in Santa Monica. No one is going to give me a camera and say shoot stuff. We want to partner with the entertainment industry.

We're probably 2.8 square miles, with 28 miles of coastline.