No? Well you should. Or at least, hug its toes in a symbolic gesture to celebrate stickiness. Those of us who sail the media ocean have faced a barrage of hurdles over the past decade, from murky waters and whirlpools to leaky ships and sea monsters. And our weapons in those times were the same ones on which the industry was built: moveable feasts with names such as circulation, distribution, readership and cost per thousand. Are they still valid? Sure, empirical data is always valuable – the ‘what’ and ‘how much’ of what we do. But if there’s one thing that new media has taught us, it’s that there’s as much, if not more, value in knowing ‘how’ people consume our media. And that’s where the gecko’s fingers and toes come into play.