[crtified]

The asset NYT bought when they bought Wordle, was to have their name indelibly associated with a trend that is more popular than they themselves are.

It is simply "our name in your face, on a regular basis, for years" advertising, at a global scale.

Case in point : here we all are, thinking and talking about the NYT.

That is the ROI.

[autoexec]

Yeah, but we're all just thinking about what a dick they are. Does that really count?

[umeshunni]

All publicity is good publicity

[willis936]

That was dubious in the 20th century and is certainly wrong in the internet era 21st century.

[suddenclarity]

As shown by Bud Light sales plummeting after them getting more publicity than they probably ever had?