They have a ways to go before ending. They've got their hands in a lot of endeavors, the drops keep getting bigger and the relationships their making are only growing. Whether the nelk as we know it continues, the brand will keep up or continue in some capacity for a while. Younger and younger kids are seeing them and will forever think partying is cool or feel that seeing some uncensored college chicks is worth the send club membership. I can see that turning into some new age Girl Gone Wild. Unless they cross the line and get a lawsuit or do something crazy at one of their events where someone gets legitimately hurt, I don't see this ending anytime soon