These days the term is splashed all over the business press, though Ohtsuki says it's still an uphill battle getting many big firms to recognize the benefits.
They were two of the most-wanted men in the world, their faces splashed all over the Internet and TV in surveillance-camera images released by the FBI hours earlier.
You could call this ostrich-like behavior but Maneker astutely points out that this is what publishers are good at: moving huge volumes of books by authors that got royalty cash splashed all over them.
The outcome will be closely watched all over the world, especially by Europe's telecoms firms, which have splashed out billions of dollars for 3G licenses.