NL-ix are the sandal-wearing techy geniuses behind the Internet. They don’t just run one of the world’s largest peering exchanges, they were also the first to distribute it geographically, offering a range of interconnection services across most of Europe. But they could never quite explain this – or their many other brilliant ideas – concisely.  This is where the Matrix came in, showing how their services were better than the competition and teasing stories out of them for publication.  At one of their very popular conferences we even created a tabloid newspaper for them and the rest of the peering and telco industry to read.