 It's a great question. I don't have a good answer for you. You know, the discussion that you had in your earlier episodes about does advertising really work? The work of Anna Tuchman finds very little increase in sales of e-cigarettes due to TV advertising. The work of Steve Dedalus finds a negligible return to paid search ads for eBay. Brett Gordon has found that firms' rule of thumb for guesstimating the payoff to ads often vastly overstates what the true payoff actually is.