That allowed NBC Universal to break even on them after first warning that it expected them to be a loss leader.
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He is following a lead set by Energy Secretary Ed Miliband, who was first to break with the political spin that it was possible to decarbonise the economy without putting up prices.
The showboating side of Verdasco reappeared at the worst possible moment as he mishit an overhead from the baseline so badly that it hit the umpire's chair and Federer converted his first break point of the day to level the match.
For their part, Sunderland were happy to sit deep and play on the break and it made for a scrappy, scruffy first 45 minutes that was almost totally devoid of goalmouth action.
At first there were fears that he might had suffered a break but x-rays revealed that it was nothing worse than bruising.
"I imagine if this comes in a lot of them will vote for the first time because it's a novelty - anything that's new or a break from the routine they'll try, " he says.
Sunderland right-back Phil Bardsley was making his international debut and it was from that position that the cross came for the first chance after the break.
The technology sector has powerful "network effects" that, some say grant outsize advantages to first movers and make it particularly difficult for competitors to break in.
Eight months into the job, he used for the first time a phrase that became emblematic of New Labour and the break with Labour's past that it represented.
The United States feels that it has taken major steps over the first year or so of the Obama administration to enable it to call for stronger enforcement measures against states that break the rules of the world's nuclear watchdog agency, the International Atomic Energy Agency (IAEA).
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