I don't think that they meant that we should go to the website each day to get a new pillow or teddy bear exactly.
I do hope that they mean that they will use the site to keep us updated as to the current states of affairs that do not necessarily justify or warrant a "FLUFF" Press Release !!
Either way, I hope that they KEEP the SLOGAN: "fluff is for pillows and teddy bears. not press releases" forever there!
It is the most profound, ingenious, curiousity provoker of wanting to know more about a company that I have seen in over 35 years of investing!