the reason i dislike the art gallery part of their plan is their not really big news and the average joe could care less about them. but get a celebrity involved and people will go nuts because people like to imitate their favorites as much as possible. a picture of any popular celebrity attending some event drinking this vodka would do. i could see were their could be problems as their not a national brand yet, but hype is good get people excited to go out and buy this vodka just like sony and ms have been doing the last 6 months for their new hardware.