I was live chatting with a MailChimp customer today. I clicked over to check out his company’s website, and was immediately drawn in by their flash intro. I don’t think I’ve ever stopped to watch any flash animation from start to end in my entire life. The "punchline" at the end does a great job setting us up to understand what they do:

The “Upstream” in our name refers to the importance of addressing a
problem at its source, rather than merely trying to manage its effects.