As Spark’s Jason Paris said in this story, the biggest part the rebrand “is valuing our existing customer base and turning them in to advocates so they become an acquisition channel in their own right”. So before the launch of the new brand, Spark set a series of Automatic Thanking Machines loose on the nation to do just that. And while it calls it a world first, perhaps there’s some morphic resonance/independent multiple discovery at play, because just this week TD Canada Trust had a hit on its hands with its own benevolent machine.