enthusiasm gap? because if you, for example, target people very specifically about things they care about, it gets them excited. that s appealing to people on an emotional level. yes, it will make a difference. very close election. when we re appealing to people s emotions, it s going to make an enormous difference. obama does that spectacularly. we keep a social media scorecard in one of my magazines every single month where we compare engagement in social media. we project obama to win the election just on that. ron, can you overdo it? people get sick, frankly, of stuff constantly bombarding them. if they are not into it, they just dismiss it and don t realize what it is. if they are not into it, they click off, not pay attention to it. but if there is an ad on facebook that jumps out at them, they are likely to gravitate towards that. the online advertising is dedicated towards your interests. so you should be automatically interested in looking at it.