 I think for any business, you have to treat the press like your girlfriend or boyfriend. You have to be kind to the press, you have to know journalists, and you also have to constantly be pitching stories. You can't take it personal if your story doesn't get picked up. A lot of stories get pitched and nothing gets picked up. But if you're smart about creating stories, then a journalist would write about it. Eventually another journalist would write about it and that's how we get picked up.