We have about 400,000 users and plan for many more this year (launching new products). So view it as an investment as part of effort to build a consumer brand,

We have about 400,000 users and plan for many more this year (launching new products). So view it as an investment as part of effort to build a consumer brand, ala Barbie for the mobile generation. but i hear you, its a lot of money...most we've ever spent on anything