on a program on the Predator X, a giant pliosaur from Svalbard, was brought in on the project in order to "take story straight to the masses in a way that would appeal to the average person, especially kids". The press conference and paper on the fossil was accompanied by the launch of a website the publication of a book which had already been distributed to bookstores, The Link: Uncovering Our Earliest Ancestor by Colin Tudge, and the announcement of a documentary (Uncovering Our Earliest Ancestor: The Link), made by Atlantic Productions in the UK, directed by Tim Walker and produced by Lucie Ridout, to be screened six days later on the History Channel (US), BBC One (UK), and various stations in Germany and Norway. The New York Daily News noted that "The unveiling of the fossil came as part of an orchestrated publicity campaign unusual for scientific discoveries". One of the paper's co-authors, paleontologist Philip D. Gingerich, expressed dissatisfaction with the media campaign, telling The Wall Street Journal that they had chosen to publish in PLoS ONE as "There was a TV company involved and time pressure" and they had been pushed to finish the study. "It's not how I like to do science", Gingerich concluded. In an interview, Jørn Hurum said that PLoS ONE had been chosen as it was open access and the research had been funded by Norwegian taxpayers who would benefit from free access, it did not restrict the length of manuscript or number of illustrations, and "PLoS ONE is the quickest way to publish a large work in the world!" At the time its discovery was announced in the scientific and the popular press, the fossil was characterized as the "most complete fossil primate ever discovered"; Sir David Attenborough has described it as "extraordinary". Google commemorated the unveiling with a themed logo on May 20, 2009. During a ceremony at the American Museum of Natural History Hurum said that "This specimen is like finding the Lost Ark for archeologists" and "It is the scientific equivalent of the Holy Grail. This fossil will probably be the one that will be pictured in all textbooks for the next 100 years." Regarding the publicity, Matt Cartmill an anthropologist from Duke University said "The P.R. campaign on this fossil is I think more of a story than the fossil itself". Independent experts have raised concern about publicity exaggerating