We did a thing where we had two weeks to build something and demo. Build it, try it out over the weekend. If it sticks we may keep working on it. I was ripping out carpeting during a heat wave and then my phone vibrated in my pocket, and it was Ev. And it said he was sipping pinot noir. I realized I was totally engaged in this product. So we decided we should keep working on it. At the beginning it was “okay this seems compelling”. Early on someone said “twitter is fun but it isn’t useful”. Ev said “Neither is ice cream”. So what if it’s just fun? SXSW 2007 was a huge watershed moment for us, first time we saw real potential in the tool. Saw people tweeting about a good session to go to.