This news piece does a pretty great job of wrapping up the story.
For those bothered by this type of surveillance, we offered an "angry" link. This took them to an ACLU page where they could urge their government representatives to end this type of data collection during an upcoming vote on the Patriot Act.
We conducted all media interviews (like this one with CBC Radio) in character as agents of a 3rd party contractor for the NSA, one operating on a freelance, pro-bono, and unsolicited basis.
Given the NSA had spied on Germany’s Chancellor and made inroads into private German companies, Berlin seemed like a natural first target as we expanded internationally. This garnered headlines in Germany’s biggest newspapers, bringing the NSA’s international actions into the public consciousness.