There's now an avalanche of poker books coming out. We have a reputation for putting out the very best books and we have no competitors in that respect. We're not putting out trivial books. These are like textbooks.

There's now an avalanche of poker books coming out,

[Malmuth thinks the fever for poker will subside yet the sport will still maintain a higher temperature than it did a few years ago. He points to the generation coming of age, and into the workplace, picking up the green-felt virus in college.] They're not interested in drugs anymore, ... but they want to play poker.

No-limit hold 'em shows so well on TV, and games with small buy-ins have helped no-limit hold 'em (thrive). The bad player doesn't get trapped for as much money as he would in a no-limit hold 'em game with a big buy-in.

We've been fairly steady over all the years,

We almost doubled the amount of poker books we had in the past year and a half,