Unlike the Internet, this system is easy to use. It just involves a regular telephone. That's why we've seen many seniors signing up.

The sweet spot is 25 cents a minute. That will attract more calls. But BMW might want to reach you even if your bid is $1 or more.

About 10 percent of people will cheat the system but we're hoping they will be ferreted out by the other checks we have in place.

As far as we know, this is the first time ever that consumers are being offered such a service.

Mozart never watched Baby Mozart , and Einstein never watched Baby Einstein , ... We're subject to the demographic targeting of very enterprising companies.

The fact that there's a shakeout in the first generation of companies associated with it [the Internet] clouds the issue, but it is a tremendous productivity booster, ... The leading companies will benefit long-term.