I know and it is always a matter of time to devout to this ...I hope Eric found the time to attend the workshop...lots of good connects there also from the travel industy.
There will be a learning curve...involved...once learned it will be simple and the fact that it goes viral so quickly is worth more than any paid adv. imho.
I also sent Soapy who is doing a fantastic job on the I-box a suggestion that we say
On The Shelves. 2000 thousand Stores in Canada, USA and Australia.
Or something close to that # as the large number imo is more wow factor than the individual store counts. FWIW.