We figured that Apple would throw huge mounds of traffic at the free section of Books via iBooks. And then, if all goes well, by being in the Top 5 we'd be able

We figured that Apple would throw huge mounds of traffic at the free section of Books via iBooks. And then, if all goes well, by being in the Top 5 we'd be able to snipe off their traffic to iBooks, then make money with in-app unlocking of audiobooks and possibly some publisher sponsorship. By already having the content ready to go we had a pretty huge opportunity to be up there with Amazon and Apple, and, if we can't convert, we can always toggle over to paid.