Availability is also a factor to consider - we even toyed with producing a Mat K montage video. There's no sweeping under the rug. The first thing a player sees when they log in on a Thursday is a link to the newspost, we chose to include Mat's message in the game update newspost to ensure it'll get more eyes. A game update newspost (linked to in-game) typically sees 4/5x the amount of views as another newspost.