MapQuest continues to ride a wave of positive publicity after their refusal to rename Lake Ontario. They’ve posted billboards in Chicago and Toronto with directions to the Lake, their CEO made a well-publicized visit to the lake itself, they have we’re-not-changing-the-name merch at their store. Call it principled or opportunistic—it can be both, honestly—but either way they’re making the most of it.

They’ve also posted their roadmap of upcoming features.