Surf is extremely important, but you've got to pull all that together to come up with what your brand is going to represent going forward. We struggle with that all the time. They're not necessarily a surf company. Billabong is on a great roll. Hurley and Volcom are doing a great job, and I still see great growth potential for both of those guys.
Contest are one of the reasons the skate business is continuing to grow.
They can put together more of these contests and have their athletes available for the average consumer to see, so consumers actually know who they are. Ron Jon has an extensive billboard campaign. In Florida, the billboards you see along the interstate coming in and out of the state are just part of Ron Jon. Thirty-five percent of our marketing budget is for billboard advertising. It's a big draw to the store.