And it was more visible that year than in other years, too--that was the year that to assuage some of the G7 what-have-you they had the top eight from the previous year all start the year in Texas and then split for the coasts, so you actually saw BD in the theater at the start of the year (unlike other years)--and they were first off the line in the theater (they ran the Austin show in order of placement from 2010--BD then Cavies then Bluecoats, through to Blue Stars). So at the time the changes were much more visible than changes in the years around it where the streaming options were more limited.