"It’s the same for all of us. You get an email; you don’t check your email every time you get an email, you look at your email when you think you should check your email. It could be the average person probably only checks it twice a day; three times a day if that’s a lot. Whereas the text message, you hear the ping, you look at it immediately. We figured text messaging was the best form of communication, especially for urgent situations.”