Dedicated online fans coined the tongue-in-cheek moniker "pyein" (a word play on pain), referring to themselves as "crippled by pain" because they spend hours in front of a computer writing comments and discussions about the drama and chatting online with other viewers, to an extent of not being able to lead a normal life. The cast and crew also interacted with these netizens online, to better "read" viewers' reactions. Even long after the series had ended, the "Damo pyeins" continued to generate content, such as a newsletter called "Damo Ilbo" written in Joseon-era Korean language, music videos edited by fans themselves, and thousands of drawings related to the show. Online popularity led to revenue, and MBC earned an estimated a day through Internet residual fees. At the end of the drama's last episode, a caption onscreen read "We would like to thank the "Damo pyeins"." "Damo", which had recorded average ratings of more than 20 percent, became mainstream thanks to the huge popularity it enjoyed online, and it turned into a cultural phenomenon, forcing TV networks to thereafter change their approach to ratings, online content, and viewer feedback.