It'll go through the roof if he fulfills his ultimate ambition to make it to the Tour de France.

CNN: Songezo Jim: From the townships to the Tour de France

It does seem like any audio changes would have to be rather obvious to make it through the quality loss you'll get with this type of piracy, and we can just imagine the legions of audiophiles who will pick up on the patterns and run from the theater screaming and clutching their golden ears.

ENGADGET: New audio "watermark" copy protection scheme for cinemas in the works

It's only through a coordinated approach that we'll make progress towards reform.

WSJ: Europe's Last Dictatorship