...running, and quite possibly, falling.
An AdAge headline writer possibly needs to be literally disabled of his/her duties for this WTF?!? offensive hed attached to this story. "So you just broke your spine. Now what?" Uh, I...run to the hospital? Is this your bit of overzealous wordplay, Lenore? Hopefully, it wasn't my sorta cyber-friend Ken Wheaton. Tsk tsk, people. (thanks to Erin Bradley for the tip and to thefiveforty for the re-crop)