Steel Penny good post. Funny, last night I was thinking the same thing as you as how they were going to accomplish this reduction with 10% profit. Maybe they have reason to believe (and hopefully outlined at SHM) how revenues will explode given the content deals and worldwide distribution set in place. All hindges upon "soon everyone will know Ultraflix" marketing plan I presume. I remember at previous SHM that revenues were expected to grow to $70 million that year and they were off over $56 million. Executing the business plan from the stated objective must be realized. I tend to believe its beginning to happen and they are now confident enough to have SHM to share the information.