there was a paid advertising system fairly early on they were encouraged to use if they wanted to advertise if i remember correctly. i seem t remember bdmthrkr having something to do with it. thats when they pretended not to be brcc and random people started having conversations with each other about how good the coffee was and how based the company is in random threads. hence my other comment about guerilla marketing. getting it for free by using sock puppets that totally arent them. running into a bunch of autists reading a bunch of users trying to say exactly the same thing from exactly the same thought process using different words a la twatter and getting called on it.