But where Wales were tentative in Saturday's 2-0 loss to Finland - also in Cardiff - they were creative and eager against Germany despite losing by the same score.
But the Web is a freewheeling experiment in creative destruction, and an itsy-bitsy piece of software out of Germany might muck up the realm of flashy display ads, an industry on which a Micro-hoo would depend heavily for its ad revenue.
Other regions have expressed interest in running a similar program including Shanghai, Sao Paolo and Germany, although the latter is a problem because the financial center is Frankfurt and the creative center is Berlin.