Brilliant use of tech and great idea that will appeal first to the geek audience but can easily expand to a wider one. This should generate word of mouth easily. The product has a genuine reason to be included in the project, something that is rare these days.
But why using Tumblr? if this is to keep it real, it's a bad choice...and please make sure someone is answering Twitter and not just posting blog post updates.
Now why did the founder of Rathergood agreed to be involved is beyond me...
http://projectspaceplanes.com
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