The market is three times bigger than selling books on the Internet. We see it as the largest untapped market still out there.

This industry is tailor-made for reinvention by the Internet.

It's a great referral service, but it doesn't deliver on direct selling over the Internet. We are the only site offering end-to-end health insurance shopping.

Before it was mostly about our individuals and how well we knew our customers. There were some Internet searches on industries, but it wasn't one-stop shopping. It was every man for himself. And what we did have was mostly credit-related, as opposed to a variety of different areas in an industry that goes beyond financial issues.

Those are some bad socks. Is that who's sponsoring you this year?

I've done a lot of Internet research and read a lot of books about oils. It's my personal thing,