That's great to hear. PI keywords are ridiculously expensive on PPC so organic ranking is basically mandatory now if you want to survive against the giant billboard firms.

That construction timeline actually matters more than people think. My brother used to work track maintenance for a light rail system and he told me they often do soft openings for new stops where the train will still roll through without stopping for the first 30 days to let the neighbors get used to the noise. Your stop might have been in that weird testing phase and nobody bothered to tell the riders.

Think about humidity though. I live in the south where it gets nasty sticky in the summer and even double sleeved cards can start feeling wavy after a while. Rawdogged cards in a humid environment literally start warping and sticking together after a few months in a deck box. You don't even need a drink spill to ruin them, just existing in the wrong climate can do it. My buddy stores his unsleeved EDH deck in a ziplock bag with silica packets and people make fun of him but his cards are actually flat and playable years later. Sleeves aren't just about protection from other people, they also protect from the air itself.

You mentioned "caught it early" and that reminds me of something that happened to my neighbor. He found a little bit of mold in his crawl space and thought he'd nipped it in the bud. So he just sprayed some bleach water on it and called it good. Six months later he had a full blown rot issue because the source was a slow drip from a pipe in the wall. He ended up having to tear out a whole section of subfloor and replace it. That early fix cost him way more in the long run. Sometimes the small stuff is just the tip of the iceberg.

You know what, I used to be totally against emojis in anything serious like testing or marketing. Thought they were just gimmicks. Then I ran A/B tests on two nearly identical subject lines, one with a simple eyeball emoji and one without, and the open rate jumped 12% on the emoji version. That kind of data makes you rethink everything. So yeah @johnson.jason, in that case the emoji was directly relevant because it visually hinted at the content about visibility, not just there to grab attention. I'd never believe it until I saw the numbers myself.