I think the story is, he got paid $37 per hour for 12 hours of work. Not bad at all. So without telling anyone, he made $440. After telling journalists, with just a small pitch as in the photo, not one journalist installed it. I believe his goal was to test the two theories. 1 was to have a "brand story" 2 was to have a short little description. 2 didn't work. He has yet to test 1.