There was that (it was a July 4, so lots of people were home and surfing), plus IIRC Deepwaters had announced that he'd had a "hunch" (I forgot the exact term he used) that there might be some sort of official announcement or single release that day (for one thing, it was the anniversary of the release of ML 7 years before), so I think there was some extra check-in activity related to that.
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