thanks matrix, this is a good post. looks like downs is a good ceo after all. he had enough of a strategic vision to know that he might eventually be able to drop the price once the volume picks up. so he went ahead and established these other domains already. it does appear the his goal is to get to $4.95 ads which would be amazing. i just think there is no reason to shoot yourself in the foot this early if you can undercut the competition at $9.95 then why jump straight to $4.95? this is a very informative site, thanks for the DD.