Okay…cat’s out of the bag.  The cost of a 30 second ad during this year’s Super Bowl is. . . only 3.5 million dollars!  That’s right, a record 3-5 mill.  For a 30 second spot.  During the Super Bowl.  You know, every year the Super Bowl ad rates come out and I just. . shrug.  Whaddaya gonna do?  I’M not buying a spot during the Super Bowl.  So it really doesn’t affect us.  But for some reason, this year it really hit me like a ton of bricks.  3.5 mill?  For a spot?  Are you freakin’ kidding?!  So you figure what, 30, 40, 50 spots during the game?  I just did the math and got light headed.  And that’s just the tip of the iceberg when it comes to total revenue for this broadcast extravaganza.  Deep breath. . . . and exhale.  Okay.  Maybe we need to keep this in mind the next time we’re pricing out production for a TV, Radio Spot or say, a Jingle package.  Or not.  Whatever dude.  I gotta go feed the dogs.