Their first product, the E1NS was not intended for public release, but after positive feedback at the 2007 GYYA Eastercamp, a batch of 60 yo-yos was released on June 29th, 2007. 34 of them sold out in a matter of 10 minutes causing server crash at Yoyonation. ILYY doesn't keep the profit for themselves, but instead they are giving it back to the community by sponsoring upcoming players and events such as the German Masters and the U.K. Nationals, or investing into new technologies, such as different coatings and bearing seats as seen in the earliest prototypes of the Noctu.