Transcription: what we tried to do with direct effect is basically make anti-ads. That's one of the main reasons why we really haven't gotten played on MTV a lot. We thought, okay, let's make something that will stand out. Why doesn't someone just make silent ads, for instance? Because with the barrage of sound that keeps coming out, it would get people's attention. And I think that the direct effect stuff, to a certain extent, I mean, some of them play with newer techniques and some of them play against Not quite as in your face. Again, this is not for every one of them, but I think that our feeling was may ...
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