The reality is that two things are happening. First of all, the consumer who we're talking to, the 18- to 34-year-old male or younger, isn't sitting and watching television the way I used to when I was growing up, as a kid, or as most people in this room did. Newsflash: they haven't been watching the 30-second ads for years. How many people in here have had a clicker in their hand for how long, and have been clicking away from commercials? This has been recognized for years, and only now with the new measurements are people actually taking hold of that.
In our particular case, what we wanted to do was make sure that we were moving where that consumer was going. The young audience, especially the sports-passionate crazy guy, that 18- to 34-year-old—and female as well, by the way—is gravitating to the new technology. That was the number one realization for us.
But the number two realization, which is really exciting for us, is that 60% of all our downloads for this are coming from outside of Canada. This is allowing us to take our brand, which was nurtured in Canada, which started here in Canada...and I am fully convinced that we are going to have, maybe like this gentleman's company--which I aspire to, truthfully--a brand that will be an international brand, started right here in Canada.