All about ben curtis, and the vision to realize that ben curtis and online game renting plus early entry = money. As long as this company can keep a hip image, gamers will use GZFX besides other competitors. Gamers are a more loyal lot then the sorry bastards who watch 7+ movies a week. I personally dont care for ben curtis either way, but I know marketing. They made a seriously smart move employing this kid when he is down. You think dell got where they are at now making dumb marketing decisions? That's what you doubter's dont seem to get, screw the balance sheet, screw the past, this about momentum that will come from ben curtis selling this product to his age group, period. GZFX=40million, NFLX 1.5 billion. I dont own GZFX and dont plan to, so I have absolutely no reason to "pump" this.