The online advertising market is growing at such a rapid pace and we want to participate in some of that. This isn't a winner-take-all proposition.

We were finding our conviction about the advertising business.

Hollywood has its Oscars. Television has its Emmys. Broadway has its Tonys. And advertising has its Clios. And its Andys, Addys, Effies and Obies. And 117 other assorted awards. And those are just the big ones.

In the last couple of years, the revenue has become more important, the business has become larger. It's a significant growth opportunity for Microsoft.

Live is for an Internet achiever-someone who feels the Internet can empower them.

There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs.