We all have been wondering why Poet commenced their provocative television ads starting in February, releasing one a month over the last three months. We have also been wondering when/if there will be a third ad. We thought the ads were the beginning of an industry marketing push.

However, I wonder if those ads were to compel a fruit company or search company to get serious about coming to the table. Could these ads have been Poet management's way of telling them, look we are going to market with you or without you, but we are coming. If you are serious about working with us, pony up the dollars.

Otherwise, these ads are telling your competitors we are open for business to anyone who wants in, first come, first served (ie. exclusivity).

I find it very curious that the launch of these ads were so aggressive, but now silence is the theme of the month. Maybe the big boys have now come (back) to the table, and the ads served their purpose, in the short-term at least. After all, we now have Apple on board...