"We have put the largest product development budget behind Fly, from a product development standpoint, and the largest marketing budget, that we've ever put behind a product line. And that's because we think we have something that is so breakthrough and innovative and can really cater to the unique needs of this tween market, particularly when it comes to educational needs." How do you describe it to a consumer that says, the Fly, what is this thing? "Well the way I describe it is to say that Fly is the first pen top computer that computer enables your handwriting to allow for a greater educational experience. It's as if you have a personal computer with Fly. Fly will actually take you through step by step, how to do a multiplication problem, without giving you the answer. It'll give you hints. It'll tell you how to do it. But it won't give you the answer and it will take you through step by step just like a good teacher would. The same is true for spelling. You know we have a spelling program, a spelling application." LeapFrog is placing a big bet that the Fly will fly. It sells for about a hundred dollars with add on software selling for 25 to 30 dollars. Bloomberg Boot Camp, I'm Fred Fishkin.