what's wrong with the way that universities were running up until the time that john sperling came along with phoenix? >> john saw the constraints of most... most college professors. you know, anybody who's got any new ideas in college are quickly beaten down. the academy hasn't had a real change in how it worked for almost 500 years. >> smith: mark defusco arrived at the university of phoenix in the mid-'90s with a phd in education from usc, but he quickly embraced the phoenix model. >> phoenix, people go to school all year round. we started classes every five weeks. and instead of starting classes in september, in january, we started classes in january, february, march, sometimes two in april. if we had more students than we could handle, we'll build another site and handle some more. we built campuses by a freeway, because we figured that's where the people were. so, if you went by any major freeway in the southwest, you're going to find a university of phoenix campus. >> we put schools 20 minutes apart, because that's about as far as somebody could drive at rush hour. >> smith: to ke