I meant gimmick in the sense of a unique feature that distinguished it from all the other message boards and social networking things that existed at that time.

I meant gimmick in the sense of a unique feature that distinguished it from all the other message boards and social networking things that existed at that time. Nobody I knew used texting to post (because it was expensive in those days of charging per character), but it got a lot of press for being able to post from your phone.