golfyeti - agree with your counterpoint, and that may start to come with a positive topline as then there will actually be something proven to promote.  I suppose my point was that, in the big scheme of things, the current MC isn't really that much because there isn't a whole lot there to hang one's hat on except the 'hope' that APL works.  

I was called away quickly by a higher power when I did the post and didn't have time to further make my point or edit so I just pressed submit.  Probably should have waited....... Oh well.