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It is interesting what ExpressVPN does here. They tell you what they believe, which gives you added confidence in the company/product, since you can better predict what their activities would look like, based on their claimed beliefs. This has the added benefit of giving people the ability to make future assumptions, since they now know a little more about the company's philosophies.
Look for opportunities to add video game terminology and concepts to your apps
- Ex. "Unlock" is reminiscent of levels of a video game