Buy a New York billboard saying "Scrolling Kills" with no app link

Kenneth SchlenkerYeah. What I would say is it's probably like we bought this billboard that says, "Scrolling Kills," in New York.

Kenneth SchlenkerOkay. I would say it's a fail in the sense that we intentionally didn't make attribution really obvious. It didn't say clearly opalapp.com or getting Opal. It's a fail in the sense that no impact on downloads, no impact on revenue, but that wasn't the point. The point was really kind of a brand statement.

Kenneth SchlenkerActually, and just I think to finish on that, we signed a school in New York. The moment that we signed the deal, the head of that school actually didn't tell us that he saw the billboard. Because he saw the billboard, he actually was more comfortable signing. It's kind of those things that are not really directly measurable, but that do make an impact. It's, I would say, like a half failure here.

David BarnardI just Googled that while you were talking. When you Google Scrolling Kills, at least for me, pretty much everything that shows up is Opal related. You have scrollingkills.us, Scrolling Kills, Opal Saves. It's kind of cool to have this secondary tagline that you can own. Almost a trademark of you created this phrase that you can just put on a billboard, and that even though you probably, like you said, it didn't impact downloads, but it created …