"It's cheap,it's extremely robust, it won't break down, it's very lightweight."

VOA: standard.2010.08.09

Energy Related Properties says it won't break ground on the tower unless it has firm leasing commitments.

WSJ: Office Tower Sets Off Gusher of Opinions

"An oil company would need to hire about 15 lawyers just to argue it won't break any environmental regulations, " Gheit says.

FORBES: Not In My Backyard

"It won't break until the consumer breaks with lack of interest and ratings fall, " says Tony Ponturo, a sports marketing consultant and former media and sports marketing czar for Anheuser-Busch.

WSJ: NFL Reaches TV Deals With Fox, CBS and NBC