De-orbit is not a risk-free activity. We will be pretty darned happy to get to wheelstop and see this good crew step off Discovery.

The chances of them going deaf are pretty high, that's the risk.

Advertisers are normally pretty risk averse anyway.

They want to move to a state where they're taking a view of their risk ... on an ongoing basis, supported by technology. Today, you hear them talking about too much manual intervention. They want to see more tools emerge that they can hook onto their networks, onto their applications, that will perform the monitoring for them.

That first sack, it felt pretty good, ... I would like for it to have come on [Michael] Vick or somebody, but it felt good. I'm glad it's out of the way.

The increased risk was higher if you didn't have severe blood pressure, so presumably in people who've already got bad blood pressure, that's the main risk factor,