 This is Fresh Air. Let's get back to my interview with Emily Nussbaum. She's a staff writer for The New Yorker and a former TV critic at the magazine. Her new book is called Cue the Sun, The Invention of Reality TV. You describe Survivor as the first series to take the reality genre mainstream, and you describe Mark Burnett as a brilliant marketer. What was his marketing brilliance that enabled the show to be so successful?