NL-ix are the sandal-wearing Oompa Loompas 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 conference we even created a tabloid newspaper for them and their fellow network-heads to read.