What I'd like to know is how many of that 10% are paying to get the news content, or the crossword puzzle. Seriously.
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Don't fall for anything made of plastic that says "Educational!" on the package. Science toys don't teach kids anything. Parents do! Look for something that you can do and learn together. Steer towards gifts that have wider applications, e.g. don't get a telescope, get binoculars! Don't get a microscope, get a hand magnifying glass! Don't get a nature DVD, get a bird book!
My guess is "The Doctor" from ST: Voyager.... since they never really gave him a name, everyone onboard simply referred to him as "The Doctor"
You're parking on the wrong side of geek street. Time to hand in your card. Yikes!