My comment is a result of the book, but my observation is more of a comment on the state of the industry. I have published my own magazine, and after a few issues I realized how difficult it is to turn a profit. Its expensive in production costs as well as creative thought. After the experience I realize that the more practical and real money is made in digital information - not printed. The book is certainly ambitious, and I respect what they have accomplished. But to me is much like opening a new Blockbuster video store when everyone in the area relies on Netflix. Exclusivity in the market place is a huge advantage, but printed media is just too slow in this digital age to sustain such an advantage. Are they offering something that the market has never seen before? - absolutely. But is it something that they need? We will see. Why do you think that all the hot rod magazines refuse to cover cars we have already discussed here on the HAMB? Because we already have that data and we are the primary market for them, I would suspect.