—and it won't cost as much as television, let's go there; but that's not really the problem. There's incredible information online. But if you don't like what the press writes about you now, how are you going to like it when they're getting that information from bloggers, for example, or from your neighbour next door, or from the guy up the street who saw you leaving the house doing whatever? That's what it is online. It's absolutely unfiltered.
The issue is that you have to have professional journalists who are accountable, who have integrity, who have training to provide news that you can trust. That's the issue, and that has a cost.