For the Elite, for example, people were talking about the functionality and had pictures and all this stuff, but they didn't have the full story. They didn't know the price, they didn't know the accessories, they didn't know additional information that really puts a lot of context and a lot of information behind it.

The reason why it's bad is because then you lose all the context. You lose all the facts that back it up, so that people hear the story once, understand it, and move forward, as opposed to hearing things bit by bit, piece by piece.

With the way that Internet works we're just going to have to deal with it to some degree, but on the other hand, it's almost like there's so much information out there... you could say any publicity is good publicity, sort of play devil's advocate there a little bit.

I think it's an employee that tells somebody they trust, who then tells somebody they trust, and it's probably second generation... Every now and then we see something pop up that only 30 people know about or should know about, and we have people looking into that too.