I think if we get to the point where they are trying to get people to switch their cell phone or internet plans - they will do more traditional tv/online advert

I think if we get to the point where they are trying to get people to switch their cell phone or internet plans - they will do more traditional tv/online advertising. That being said - I don't think a successful one-time advertising push by a completely new field speaks to the long-term benefits of it once they (presumably) become established.