But we're really good at helping other businesses become e-businesses, and that's what we stick with. I reject the idea that somehow Fortune 500 companies represent a rational form of marketing and that those dotcom pip-squeaks are completely irrational. We've heard a lot about how 17 dotcoms advertised in the Super Bowl last year and how this year there were only 3. Now people think all the rational marketers have returned. And the site garnered a lot of venture capital.
Advertising is more of a science on the Web than in any other medium.
And you can analyze customer-acquisition costs until you're blue in the face. That's what the smart people are doing. What I'm hearing is that we goofed up when we spent a lot of money on marketing without enjoying enough sales. Susan says we are now goofing up by cutting when we should be spending. Jason, you're saying we're spending in all the stupid, traditional places.