You guys did some pre-planning before Chris's big announcement [on 10/10/12]. Tell us what went on before the big announcement. How did you guys set all that up?

Well, they had the teaser site that went up, I don't know, 30 days or so before the big announcement. And so we already started generating some excitement back then. And there was no effort on my end to sort of proactively push that out. We just sort of let it grow organically. And I think that's an indication of how excited and prepared the community was for this information, for all the news.

Even though there was none. They didn't know what it was.

But they could pick up on it. I mean, they kind of said, okay, Chris Roberts, gaming. 42.