The first Slush took place in 2006, and it was attended by less than 1,000 people. This year 25,000 people travelled from all over the world to spend two days in Helsinki. Would the Slush organisers have achieved the same level of success if they had chosen a typical techy logo with thin letters with and a blockchain web sign at the background? Or if the communication style was filled with complicated words and the whole spirit of the conference was characterized as "intellectual"? Of course not.