"We’ve created this experience for a very specific group of people…and when we market and distribute we’re doing it in a way that’s really authentic for that group, which means that you’re going to see us in places that you’d expect to see us, but you’re also going to see us in places in terms of retail that you wouldn’t expect to see mobile; you know, fashion locations, music-type locations. You’re also going to see us do things on the web that are pretty unique, because frankly, that’s where people are today. You start with an innovative product and then figure out how to distribute it in an innovative way."

Sky Dayton, CEO of Helio as quoted on Engadget (April 17, 2006)