Really? That’s called retail. If you want someone to pay for something up front like that, you have to give back more than just the product. What a weird thing to say...

My guess is he's part of the dev team, and with that amazing spelling and grammar I'm putting money on lead story editor. Wait....maybe I haven't tought this through...lol

But as you said it's all in the execution. The "call Sherlock" was a nice twist to the usual. Not only did Moriarty want to get, he wanted everyone to know he wanted to get caught. And as for delivery, is there anything better than this?