We were finding our conviction about the advertising business.

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.

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.

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.

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

Doing business without advertising is like winking at a girl in the dark. You know what you are doing but nobody else does.