Am I missing something or have you still not answered the Martin St. Louis question? Because frankly that one has me stumped as well.
Besides that...
I have always admired Twisty's success at establishing a brand identity. What brands do you think successfully establish branding, and if you feel like it, name some you think should or could do better in that department?
Also, I seem to recall that you played hockey... what level did you attain in your prime? Do you still take the ice competitively?