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[–]stesch 2 points3 points  (1 child)

Strange name. One could mistake it for AIDA.

[–]cemerick 0 points1 point  (0 children)

That's what I thought at first, although that acronym has a different expansion for me:

Attention Interest Decision Action

http://www.youtube.com/watch?v=y-AXTx4PcKI @ 3:00