times? >> i don't believe there's that big a change in terms of marketing. we do look at other things as well, for example, unemployment doesn't seem to affect lottery sales. so it doesn't seem to be this short term i've just lost something and i need to get it back. much more it's long-term poverty, people who have fallen into that range begin to pin their hopes on lottery in order to, you know, get rich. >> so we're talking really, by your description, about people who can least afford to be doing this. they're the ones that are doing it. >> i think that's absolutely the right characterization. you know it's not the poorest of the poor, it's the upper half of the poverty range that are doing this. but it has a huge impact. it's one of the biggest drivers of lottery ticket sales. >> with all of these record sales, david, where does all of the money go? >> well, for the most part, the