We just made what some may consider either a stupid move or a brilliant move, but it's definitely an interesting one -- we've opened a retail store. But that's not the part in question here. We've got solid product offerings that customers clearly want. No, what makes this launch unique is that we've decided to start out by letting people choose what to pay for their purchases. Are we nuts? Why, yes, but that's the beside the point. In other sectors, namely music and restaurants it's shown to be quite a success, drawing a lot of media attention, building good will with fans and customers, and in the end, turning out to be profitable.