Welcome to Number Four.
AF: For a while there, IWT seemed to vanish from view. When I searched on the Web, I found an 8-month block where no one was talking about IWT at all.
PJ: That's very deliberate. In June 2005, when we launched the website, we were doing a feasibility study. We were not planning to launch a campaign. We had posted a survey and a video that would take about 10 minutes to do in total. We figured we'd be lucky if 500 or 600 people would take the survey. We did no PR. We were hoping that maybe 10,000 people would come over 6 weeks, which was the time we'd established for the survey. Then we figured we'd just stop. The truth is, we blame you -- and I mean this in all seriousness -- by you, I mean Daily Kos. I did an interview with the Tyee Report, which is a blog out of British Columbia. Daily Kos picked it up. Again, I did not think that much would happen. Anyway, the whole thing exploded. When Daily Kos released it, then the whole blogosphere got a hold of it. Then the Canadian print media got a hold of it. The Globe and Mail did a full page. The Toronto Star did a big piece. Le Devoir in Quebec did a full page. CBC Radio got in on it. The blogs in the U.S. went nuts. In 6 weeks, we had 80,000 unique visits. Instead of 500 or 600 people doing the survey, 6000 people did the survey. We had a contribution button up there. We were dealing with our advisors on the marketing, and they were telling us "Be happy if people do the survey. No one's giving you money just based on an idea and video." But 600 people gave us money. Anyway, all this activity was June 2005. We had no second act. We weren't planning to go public. We wanted a little contained feasibility study. So when all this happened, we tried to keep the site active, doing some aggregated text stuff and interviews. We didn't have the website ready in terms of the database capability, e-mail capability, the whole back-end. We didn't have any money to sustain any kind of production. The fact that it's been this much in people's attention has a lot to do with how badly people want it.