Being in need created a desperate market approach. You don't compete with dollars. How do you get people to feel something emotionally? We couldn't afford to go to the 1997 MAGIC show in Las Vegas, but we had already paid for the booth. So we printed 25,000 bumper stickers, 'Where's Ecko?' and sent out a street team with them. Music marketing at that time was doing a lot of that. We ended up doing more sales at that market, commando-style–twice the volume we did the year before–by not being there.