On April Fool’s Day, 2014, almost simultaneously, security researchers in Finland and at Google discovered a zero-day in a widely used encryption protocol. So critical was the zero-day that they uncovered that they spun up an entire branding campaign for the bug, complete with a memorable name, Heartbleed, a logo, and T-shirts. “On a scale of 1 to 10, this is an 11,” Bruce Schneier, a well-respected cybersecurity expert, wrote at the time.
