As we're one day from the ten-year anniversary of the founding of the ULA, my attitudes toward that project have evolved. I see it as a positive, in the sense that it was great practice. For me it served as a rehearsal for a possible other, better project.
Its core principle worked: the maximum amount of noise in the shortest possible time period. This is the essence of promotion.
The biggest mistake was in not creating an efficient organization. There in fact was no organization, no efficiency. All was chaos, so that when noise was made, there was no way to fully take advantage of it, nor to long sustain it. Markets-- the world itself-- are a clash of systems. To compete with a status quo, you need a better system. Everything better across the board: better product; better packaging; better personalities. Most of all, better, more colorful noise about what you're doing.