<s>
The	O
iLoo	B-Protocol
(	O
short	O
for	O
Internet	O
loo	O
)	O
was	O
a	O
cancelled	O
Microsoft	O
project	O
to	O
develop	O
a	O
Wi-Fi	O
Internet-enabled	O
portable	O
toilet	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
,	O
which	O
was	O
to	O
debut	O
at	O
British	O
summer	O
festivals	O
,	O
was	O
described	O
as	O
being	O
a	O
portable	O
toilet	O
with	O
wireless	O
broadband	O
Internet	O
,	O
an	O
adjustable	O
plasma	O
screen	O
,	O
a	O
membrane	O
wireless	O
keyboard	O
,	O
a	O
six-channel	O
speaker	O
system	O
,	O
and	O
toilet	O
paper	O
embossed	O
with	O
popular	O
web	O
site	O
addresses	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
was	O
also	O
to	O
have	O
an	O
extra	O
screen	O
and	O
keyboard	O
on	O
the	O
outside	O
,	O
and	O
was	O
to	O
be	O
guarded	O
.	O
</s>
<s>
It	O
was	O
intended	O
as	O
the	O
next	O
in	O
a	O
series	O
of	O
successful	O
initiatives	O
by	O
MSN	B-Protocol
UK	I-Protocol
which	O
sought	O
to	O
introduce	O
the	O
internet	O
in	O
unusual	O
locations	O
,	O
including	O
MSN	B-Protocol
Street	O
,	O
MSN	B-Protocol
Park	O
Bench	O
and	O
MSN	B-Protocol
Deckchair	O
.	O
</s>
<s>
The	O
project	O
was	O
announced	O
by	O
MSN	B-Protocol
UK	I-Protocol
on	O
April	O
30	O
,	O
2003	O
,	O
and	O
was	O
widely	O
ridiculed	O
before	O
being	O
declared	O
a	O
hoax	O
by	O
Microsoft	O
on	O
May	O
12	O
.	O
</s>
<s>
On	O
May	O
13	O
,	O
another	O
Microsoft	O
press	O
release	O
stated	O
that	O
although	O
the	O
project	O
had	O
not	O
been	O
a	O
hoax	O
,	O
it	O
had	O
been	O
cancelled	O
because	O
it	O
would	O
do	O
little	O
to	O
promote	O
the	O
MSN	B-Protocol
brand	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
was	O
described	O
as	O
a	O
public	O
relations	O
"	O
debacle	O
"	O
by	O
Online	O
Journalism	O
Review	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
was	O
supposedly	O
designed	O
to	O
be	O
a	O
Wi-Fi	O
Internet-enabled	O
portable	O
toilet	O
that	O
would	O
allow	O
users	O
to	O
surf	O
the	O
internet	O
while	O
using	O
the	O
loo	O
.	O
</s>
<s>
Externally	O
,	O
the	O
facility	O
would	O
feature	O
an	O
MSN	B-Protocol
logo	O
and	O
have	O
a	O
"	O
Hotmail	B-Operating_System
station	O
"	O
with	O
an	O
additional	O
plasma	O
screen	O
and	O
keyboard	O
for	O
waiting	O
consumers	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
was	O
to	O
debut	O
"	O
at	O
a	O
majority	O
of	O
the	O
summer	O
season	O
festivals	O
"	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
was	O
to	O
be	O
deployed	O
only	O
in	O
Britain	O
.	O
</s>
<s>
The	O
project	O
was	O
announced	O
on	O
April	O
30	O
,	O
2003	O
in	O
press	O
release	O
by	O
MSN	B-Protocol
UK	I-Protocol
,	O
MSN	B-Protocol
's	O
British	O
subsidiary	O
,	O
as	O
part	O
of	O
a	O
"	O
series	O
of	O
MSN.co.uk	O
initiatives	O
which	O
look	O
at	O
the	O
changing	O
nature	O
of	O
how	O
we	O
use	O
the	O
web	O
as	O
it	O
constantly	O
evolves	O
"	O
.	O
</s>
<s>
The	O
press	O
release	O
also	O
stated	O
that	O
"	O
MSN	B-Protocol
is	O
also	O
in	O
talks	O
with	O
toilet	O
paper	O
manufacturers	O
to	O
produce	O
special	O
web	O
paper	O
for	O
those	O
in	O
need	O
of	O
URL	O
inspiration	O
"	O
.	O
</s>
<s>
MSN	B-Protocol
is	O
really	O
working	O
on	O
building	O
a	O
prototype	O
for	O
the	O
Summer	O
festivals	O
,	O
perhaps	O
Glastonbury	O
...	O
</s>
<s>
News	O
of	O
the	O
iLoo	B-Protocol
was	O
widely	O
circulated	O
amongst	O
mainstream	O
media	O
.	O
</s>
<s>
The	O
story	O
became	O
the	O
most-emailed	O
story	O
on	O
Yahoo	B-Application
!	I-Application
</s>
<s>
The	O
iLoo	B-Protocol
was	O
widely	O
derided	O
and	O
press	O
coverage	O
subjected	O
MSN	B-Protocol
and	O
Microsoft	O
to	O
heavy	O
criticism	O
.	O
</s>
<s>
On	O
May	O
10	O
,	O
The	O
Inquirer	O
published	O
a	O
story	O
in	O
which	O
Andrew	O
Cubitt	O
alleged	O
that	O
"	O
Microsoft	O
stole	O
his	O
iLoo	B-Protocol
idea	O
"	O
from	O
his	O
i-Loo	O
invention	O
.	O
</s>
<s>
On	O
May	O
12	O
,	O
Microsoft	O
announced	O
that	O
the	O
iLoo	B-Protocol
was	O
a	O
"	O
hoax	O
perpetrated	O
by	O
its	O
British	O
division	O
"	O
calling	O
it	O
an	O
"	O
April	O
Fool	O
's	O
joke	O
"	O
and	O
issued	O
an	O
apology	O
for	O
the	O
confusion	O
.	O
</s>
<s>
On	O
May	O
13	O
,	O
2003	O
,	O
Microsoft	O
retracted	O
the	O
denial	O
,	O
stating	O
that	O
the	O
iLoo	B-Protocol
had	O
been	O
a	O
legitimate	O
demonstration	O
project	O
that	O
was	O
to	O
be	O
released	O
in	O
Britain	O
for	O
summer	O
music	O
festivals	O
,	O
but	O
had	O
been	O
terminated	O
by	O
Microsoft	O
executives	O
in	O
Redmond	O
,	O
Washington	O
who	O
believed	O
the	O
iLoo	B-Protocol
was	O
inappropriate	O
with	O
the	O
final	O
decision	O
made	O
by	O
MSN	B-Protocol
senior	O
vice	O
president	O
David	O
Cole	O
.	O
</s>
<s>
MSN	B-Protocol
product	O
manager	O
Lisa	O
Gurry	O
stated	O
that	O
the	O
project	O
"	O
did	O
n't	O
really	O
map	O
to	O
our	O
global	O
branding	O
objectives	O
"	O
.	O
</s>
<s>
Prior	O
to	O
the	O
cancellation	O
,	O
an	O
iLoo	B-Protocol
prototype	O
was	O
in	O
the	O
"	O
early	O
stages	O
of	O
construction	O
"	O
.	O
</s>
<s>
MSN	B-Protocol
allows	O
regional	O
units	O
to	O
design	O
their	O
own	O
marketing	O
campaigns	O
,	O
and	O
the	O
UK	O
division	O
had	O
developed	O
a	O
reputation	O
for	O
innovative	O
campaigns	O
,	O
in	O
this	O
case	O
involving	O
British	O
toilet	O
humour	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
which	O
was	O
designed	O
for	O
the	O
UK	O
as	O
part	O
of	O
a	O
"	O
tongue-in-cheek	O
marketing	O
initiative	O
"	O
was	O
"	O
intended	O
to	O
be	O
the	O
next	O
in	O
line	O
of	O
a	O
number	O
of	O
clever	O
initiatives	O
in	O
the	O
UK	O
involving	O
introducing	O
the	O
internet	O
in	O
interesting	O
locations	O
,	O
including	O
MSN	B-Protocol
Street	O
,	O
MSN	B-Protocol
Park	O
Bench	O
and	O
MSN	B-Protocol
Deckchair	O
"	O
.	O
</s>
<s>
Concerns	O
were	O
raised	O
about	O
how	O
the	O
iLoo	B-Protocol
would	O
serve	O
to	O
extend	O
waiting	O
lines	O
,	O
how	O
hygienic	O
it	O
would	O
be	O
to	O
share	O
keyboards	O
in	O
a	O
public	O
loo	O
,	O
and	O
what	O
would	O
happen	O
if	O
the	O
keyboard	O
were	O
to	O
be	O
urinated	O
upon	O
.	O
</s>
<s>
The	O
iLoo	B-Protocol
,	O
given	O
its	O
toiletry-related	O
nature	O
,	O
subjected	O
MSN	B-Protocol
and	O
Microsoft	O
to	O
puns	O
and	O
jokes	O
especially	O
since	O
Microsoft	O
's	O
marketing	O
slogan	O
at	O
the	O
time	O
was	O
"	O
where	O
do	O
you	O
want	O
to	O
go	O
today	O
?	O
"	O
</s>
<s>
The	O
Herald	O
Sun	O
wrote	O
that	O
the	O
"	O
iLoo	B-Protocol
is	O
,	O
unquestionably	O
,	O
very	O
good	O
news	O
–	O
mainly	O
to	O
journalists	O
with	O
a	O
bottomless	O
pit	O
of	O
laboured	O
bum	O
jokes	O
"	O
while	O
the	O
Seattle	O
Times	O
wrote	O
"	O
now	O
the	O
company	O
has	O
a	O
credibility	O
problem	O
as	O
well	O
as	O
a	O
red	O
face.	O
"	O
</s>
<s>
The	O
iLoo	B-Protocol
's	O
negative	O
publicity	O
drowned	O
out	O
the	O
launch	O
of	O
MSN	B-Protocol
Radio	O
Plus	O
on	O
May	O
12	O
,	O
2003	O
.	O
</s>
<s>
After	O
reading	O
an	O
article	O
about	O
the	O
iLoo	B-Protocol
,	O
Andrew	O
Cubitt	O
,	O
inventor	O
of	O
the	O
similarly	O
named	O
i-Loo	O
,	O
wrote	O
to	O
The	O
Inquirer	O
stating	O
that	O
iLoo	B-Protocol
"	O
sounds	O
remarkably	O
similar	O
...	O
it	O
now	O
seems	O
that	O
the	O
clever	O
people	O
at	O
Microsoft	O
have	O
cottoned	O
onto	O
the	O
idea	O
and	O
even	O
call	O
it	O
the	O
i-Loo	O
,	O
the	O
same	O
as	O
mine	O
!	O
"	O
</s>
<s>
Microsoft	O
never	O
formally	O
commented	O
on	O
Cubitt	O
's	O
allegations	O
and	O
instead	O
initially	O
stated	O
the	O
iLoo	B-Protocol
was	O
an	O
April	O
's	O
fool	O
joke	O
.	O
</s>
