It's unlikely he can make it big with Creative because he's Chinese educated and has the typical Chinaman thinking and philosophy. He doesn't have the businessman acumen of the Western Inc like Microsoft, Apple, Nike, and the likes. For example, Apple and Nike use celebrities to endorse their new products, but Creative used its own CEO instead. Who can be bothered with what Sim Wong Hoo uses for his "mp3" player. He's just being Penny Wise Pound Foolish.