I really like the under promise over deliver approach. We've seen when they are too quick to PR that mistakes happen. Regardless, NOBODY outside of our boards is goin to even see the PR. Some Cannabee fans will find out other ways. We need a mass media campaign, not any of this promo&PR stuff the penny world is used to. They need to think big and project big, but not over-promise. A full page ad in the WSJ would be a good start.