but for those in the media business it's sayre phiing. >> the ceo of square trade is a graduate of harvard business school and is messing up traditional advertising. >> i'm new media. you can do it. >> so you get all kinds of hits because kids love watching this. it's brand new. you have had three, what, last friday and i broke it by friday afternoon. so kids love that. does that translate into any emotional sales. >> you know, at least a year or two ago, i was recording that it was the second. it's not a linear sale, but it's a broad awareness that square trade is -- >> sooner. >> yes. and i think one of the key things for the video is it's not an outright advertisement. it's more about making something emotional, somewhat obedient. >> i actually think you're doing a public service. didn't "the wall street journal" just do a story about iphones and ipads? they can be fragile. >> let me adapt his question. are you advertising for the guys who fix ipads? that's not what you do. >> yeah. listen, i have two daughters and they play with the ipad differently than i play with the ipad. >> this o