It's a complex environment to get the power that's there out of it. And Xbox is really designed to make it easy for developers and game designers to bring the performance out and produce exciting games. So those are the first two really critical things, great games and a great platform. The third thing you have to have, because this is a broad marketplace, is great consumer marketing. We have to build significant demand for this to get to the scale we need for the platform to be successful.
Retailers are a big part of that.
One of the exciting things for me about the retail environment is that retailers are very motivated in this space. It's a great business for retail, and it drives traffic. So they're very excited about a new entrant like Microsoft coming into the marketplace. And obviously you should look to us to manage this business. It's a business that has hardware costs in it, it has software development costs, it has long-term strategic things that you have to bet on, developers you have to invest in.