We started working on this shortly after Invisible Gorilla came out in 2010. We just never quite stumbled on an integration that we really liked. It was only after we were noticing so many of these scams appearing and realizing how our intuitions about our own minds don't really capture how our minds actually work. That's one of the main things they exploit is our ability to pay attention so well, but at the same time not notice other things that are happening around us.