Of course, it&#x27;s a lot easier to &#x27;hack the media&#x27; if your concept is controversial to begin with.  I mean, Rumblr was basically real life Fight Club, and the idea made for perfect stories about how either apps and startups were pushing the boundaries legally, or how crazy these apps are, etc.  On the other hand, if their product was something rather boring (like say, accounting software), I suspect they wouldn&#x27;t have got anywhere near the press they did.<p>Props for their efforts promoting the hoax, but the concept alone could well have taken off anyway simply due to how insane it is.