how did they f&*k it up?1. (over) produced a bunch of adsvideos up front to throw up over a campaign period.2. didn’t do much to listen. hired an outside ﬁrm to do ‘community management’ which consisted more of management than community.3. threw a bunch of money at the adsvideos so they’d look like they were super popular4. focused solely on product, themselves and their own needs (screw the customer, she is there to buy my product!)5. thought quality meant high-paid fashion models and celebrities and HD cameras...didn’t think about what the ‘new’ quality means. don’t care, really.