Change a rule = Get noticed.
I think it was P.T. Barnum who famously said, "If you want a crowd, pick a fight.".
There are all sorts of ways to get noticed. The best way is to create a remarkable product.
Another way is to change very longstanding rules and conventions and norms.
Enter the Vancouver restaurant that bans men from peeing while standing.
O.D.O.o.O.D.B.
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