Do you think it's important to love what you do? Yeah, absolutely. There has to be passion for the product. So it's the product that's important? Again yeah – get the product right and everything else is simple. The marketing will look after itself. This is why the net has produced so many successful amateurs – the marketing is done by "word of mouth" so to speak, people just tell each other about a site that's cool, especially through networking sites like MySpace and Facebook. Marketing isn't important? Well, of course it is, I’m sure there are marketing amateurs out there too – people who love what they do! But I firmly believe that you can't market a poor product. That's essential. Your father was a successful businessman too, and you studied at Cambridge. Does having such a background help? I'm from a wealthy family, yeah, I've never denied it. That helps, obviously. It's given me time, time above all is the most important thing, time to experiment and make mistakes and not have to worry too much. But that's not a key thing in the rise of the amateur. Are you sure? Yeah, I am. "Love not money"...that's my motto! Thanks.