Excerpt from this article on OgilvyDO:
…A Google Chrome plug-in which shields users from potentially upsetting content. Designed by Verve Search and inspired by ‘Everything Is Awesome’, Tegan & Sara’s infectious soundtrack to The Lego Movie, the app transforms text it deems inappropriate or insulting into the word ‘awesome’, spelled out in rainbow colours.
As a means of taking away cyber-bullies’ power, it’s a novel notion. The most obvious utility here would be as a parental tool, to protect younger and more vulnerable internet users from stumbling across language they’re not quite ready to process. It might even take off among grown-ups who have been cyber-shamed; I’m sure Justine Sacco, or Tim Hunt, or whichever poor soul Twitter targets next, would be thrilled with this pleasing-to-the-eye censor.
There’s no doubt that the trolls will be up in arms over this rainbow-hued infringement of free expression, and even some consumers may be concerned, especially after we all got so outraged when Facebook tried to moderate the content in our feeds. The difference here, of course, is that users have to opt in.