For Deloitte to gain credibility in an increasingly cynical market of business executives, it had to call foul on some of the consulting industry’s worst sins. Chief among them was the industry tendency to over-hype and under-deliver. Enter Bullfighter. Designed much like the spelling and grammar checkers in MSOffice, Bullfighter searches documents for egregious bull words – and then delivers blunt feedback, no-bull alternatives, and a 'Bull Composite' score. Bullfighter was virally passed around to hundreds of thousands of people. The firm’s normally buttoned-up website was barraged by 320,000 visitors. And the CD version sold out in three days.