What started as a simple tool created to manage private marketing projects to utilize Facebook promotions spanned into a tool that had registered over 7 million impressions, and over a million profiles generated. The viral effect of Facebook can quickly test your ability to have infrastructure ready to handle the load. The tools real power was not in the creating of profiles/frames… it was in the data and management that the tool collected and allowed campaign organizers to see and interact with. After the Cambridge Analytica events, it forced a change in the business model and became an unsustainable tool. My partner and I shut it down.