Ron Lynch

And what's MER, Ron?

That's media efficiency ratio.

Okay.

That's kind of what I indicated.

If you, say, spend $10,000 in media and you sell $10,000, you have a 1.0 MER.

Got it.

If you sell...

Double that, you have a 2.0.

And the contest works because you have a highly desired object that really is a reflection of the consumer.

It is a product about vanity.

That's correct.

The great thing about that product is it allowed us to find a lot of niches too.

When you think of a GoPro, I think most people think of a snowboarder or a skier, but we had spots out there for guys that were flat boat racing out in Florida in the Everglades.

and ATV guys out hunting.

They probably were in media that you didn't see, but those spots ran and they sold a heck of a lot of cameras.

There were a lot of grandfathers that bought GoPros to take their grandsons out hunting.

So it probably went tenfold.

Yeah, I guess it's probably about tenfold a year.

There's about a five-year process, and they started at $600,000.

So the next year would be $6 million, and the year after that would be about $50 million, $60 million.