A ranking emerged based on the number of clicks each ad received out of the number of pages it appeared upon. His original idea came in at a .21 percent click-through rate, Sloan writes, while a name he’d been most fond of netted a paltry .07 percent.

Sloan admits the exercise was “mostly an excuse to try a new tool,” but he’s also got his eye on the possibilities. “I mean, imagine—this is the sci-fi extrapolation—imagine highlighting a block of text, choosing a menu item called Test the way you’d choose Spellcheck today, and when you do, a little timer appears next to it,” he writes.

Read more at The Utne Reader.