Die-hard Sade fans got together on the official Sade website forums to investigate this new website and release date, what they uncovered was the registered owner of the site's name was Thomas Roman, a web developer, freelance digital marketing and SEO specialist. Roman, a seasoned web developer, utilized the buzz he generated with the release date and got traffic to his site where he cashed in on pay per click advertisements. To date it is not known how he predicted a release date so close to the release of her first single and studio album, "Soldier of Love", in a decade.