Um, never.

That's the whole point. This web page is like Orange's latest offers in the UK: Unlimited. Got it?

You don't always have to go over the top wrapping up your ideas in loads and loads of complicated messaging. Quite often, the simple ideas are the best ones.

A never ending web page felt like a good, simple idea. The kind of thing that the world would like to see. So we made it.

We then set about filling it with fun stuff, all of which either talked about Unlimited or let you interact in an Unlimited way. And then we filled it some more. And then when it felt like it was getting full we shoved some more in.

We could start having a debate about the true nature of infinity. But that could go on forever. So instead let's just say, a bit like infinity, the site goes on and on and on...

We also figured that because there's lots of nice characters and bits and pieces in there we should make the content portable. So we did. People can take away things and stick them in their virtual homes. On blogs, Facebook profiles, Bebo pages, and so on.

The site's been talked about a lot online (in a good way) and it won the FWA site of the month for November.

The site is live for a long while yet (maybe forever...) - keep checking back as we're about to launch a fresh load of goodness for the Christmas season.