"I can't speak for other developers, but I think there are a lot of people out there who would say: 'You know what, that's OK. I'm just going to fold up shop, '" Russell said.

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"I know sound is OK but visual can be better ... because it sticks in your head, " he says.

CNN: January 9, 2013 -- Updated 1126 GMT (1926 HKT)

OK, well, it technically is, but you know what I mean.

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"I didn't hit the ball very well this week, but it's OK. You know you always have next year to come back here, " she said.

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Being a beta in a beta profession, I know that adopting the attitude that it is OK to be a beta is considered subversive.

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Ms. HUELLE: Well, initially, I was like, well, OK, whatever, and then - you know, then you start thinking about it.

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