Good answer Pmunch, re the loading question.. It becomes a chicken and egg dilemma sort of.. It argues for beginning the ad campaign once you have sufficient content on the site to attract subscribers. So the question then becomes, does RLTR have the content on the site that will do this.. I submit that they don't really, BUT...
as soon as CHUM starts going up, I think they do... the grid guy you are quoting suggests that IF RLTR has a big content deal, (which in my opinion CHUM is or I guess a Studio), then they should start promoting the heck out of the site to build subscribers on the base of that content. Is this the way you see it?