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See the previous discussions, here's one: https://news.ycombinator.com/item?id=6492127

It wasn't simply the website - it's the entire exchange including call centers, advertising, etc.

Ah, yeah. That makes sense. I can't imagine the call center for that program. Probably looks something like mission control or a war room. Then all the surrounding stuff. When you throw in facilities plus all that surrounds the program it makes sense.

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