todays atlantic city press article about the borgata starting a market war says it all. the ac operators, the analysts and borgata management themselves indicate their failed marketing plan has resulted in a shotgun approach, a sure indication of panic, which is not profitable nor does it grow the market. boughner, who loves the press coverage almost as much as he loves himsilf, has taken a back seat to mullen in the last two weeks because he doesnt want ot be associated with negative news, another sure sign of panic. mullen states that after investing a billiom dollars in the project they have a right to a return on investment; simplistic yet more truthful than boughners representations. the huge dicounting is the best indicator of managements lack of understanding of the ac market and will be boughners final blunder as the damage it will do to profitability over the winter months on top of the damage already done during the abysmal opening will sink his bloated ship.