Here's how I would play this If i were a financial powerhouse like Bill Gates or Barry Diller or Michael Dell(may there names be forever enshrined): Buy 2 million shares on the sly. Call up my ad department and havem cut a check for an ad(s) on Answers.com for around 30 million. Ok, now heres the good part-link Answers.com on MY website and offer a small discount for harvesting a coupon for my products off of Answers.com thus boosting traffic. Other advertisers would probably follow my lead also thus boosting revenues even more. So, my initial 30mm(expensed!) corporate outlay plus my personal 28mm stake should more than be recompenssed by increasing MCAP. The nice part would be since I am majority SH,I would have a big say in future ad placements and all those cute marketing tweaks. Sounds like fun!