Semi-OT, but the ad for Freshbooks is pretty ingenious (giving incentive to not just sign up or click through, but to actually use the service to get info from

Semi-OT, but the ad for Freshbooks is pretty ingenious (giving incentive to not just sign up or click through, but to actually use the service to get info from you Andrew). Was that something they came up with, or something you came up with to drive traffic towards the sponsor (if you can say)?