I just happened to be watching 'Law & Order' on TNT (yes, I'm a L&0 addict) and overheard an interesting commercial. The premise of the ad was a young boy under his blanket reading late into the night about 'Wizards and Hobbits,' while using a flash-light powered by Duracell batteries. What can be next, a Gollum animatronic that keeps going...and going...and going.....(oh no wait, thats Energizer..nevermind!)