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downturn consumer interest was very high, but we re seeing a drop-off now in use? well, it s interesting that you mention that reality television show called extreme couponing in part, they are to blame for the declines. because it became such a rage that people were going in and clearing shelves, and ringing out at the checkout line, total cost zero. show stopper and so marketers have had to say let s have some checks and balances here. that s why you ll start to see more narrow redemption times, if you don t use it this week all bets are off. or a higher threshold. you have to spend $50 before the coupon works. those kind of things so there s not a few people taking advantage of the system. so the overall effect of that is coupon use is actually currently down 15% to 20%. what will happen moving forward is it will be replaced by digital coupons as people start to use them on their smart 3 phone. so the reality show in and of itself by promoting the fact that there were these gr