But these new firms are so gung ho to do business, they'll take anyone.
"We were all gung ho, and we thought everyone would come along, " said health director Robin Chapell.
The new head of NBC sports, Mark Lazarus, might not be so gung ho to bid up the games to a stratosphere where Comcast is guaranteed to lose money.
He knows that a victorious President Bush will be even more gung ho on working his way down the laundry list of the Axis of Evil nations to be cleaned up.
He'd be even more gung ho if he had the confidence that every time he accidentally found oil, Pemex would pay him to produce it rather than order him to plug the well.
"We don't want guests to feel like they have to compete with themselves, " says Sasha Itzikman, senior vice president of marketing. (They certainly won't in the fitness classes, which strike me as geared toward the retirees at the affiliated residential community.) No one expects gung ho participation.
And as I write in the book, if you actually look at Pat Tillman's thoughts, you know, in terms of speaking with his parents and speaking with his friends, you see that he - like a lot of Americans - was somebody who was very gung ho about the war on terror early on.
Even the headlines in the city's normally gung-ho sports dailies have a whiff desperation about them.
Favreau's reconstructed Iron Man is still a human gun, but he's no longer gung-ho, exactly.
The trouble is that they aren't expanding into new finds as rapidly as the gung-ho Canadians.
The more gung-ho even talked of taking over foreign oil firms, such as Exxon, themselves.
But I also noticed that at first, they would be all gung-ho and make these great changes.
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But until recently malaria, the infectious disease transmitted by mosquitoes, has had no gung-ho celebrity attached to it.
Not exactly orthodox investment banking procedure, but it is illustrative of the crazy, gung-ho nature of some entrepreneurs.
How does a gung-ho CEO turn around an aging elephant of a company without making the behemoth stumble?
When I was a young and gung-ho reporter, I would have headed toward the action with notebook in hand.
If I was a gung-ho journalist, the story I would write would be nowhere near as funny and likable.
Presumably because of this, elite and regular Americans alike are feeling less gung-ho.
Banks are now less gung-ho about lending both to individuals and to firms.
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Rhodri Glyn Thomas, their candidate, is gung-ho about his chances after a recent opinion poll suggested he could edge ahead.
It would be hard to find a bigger contrast with the gung-ho, monosyllabic culture that turned RBS into an acquisition machine.
After quickly consulting Project ALS scientific advisors, who also were gung-ho, she cut a check to get the research started within days.
But Scottish business is (mostly) gung-ho for the benefits it could bring.
Tatiana Orlova, a strategist and economist at Nomura in Moscow, believes that Russia is really not all that gung-ho about the WTO.
And the White House wants to shake off the perception that Mr Bush is prepared to contemplate a unilateral, gung-ho military adventure.
Both sides are gung-ho, each believing they can win this latest fight.
The government is also not quite as gung-ho as it sometimes sounds.
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