Normally approximately 17,000 people attend Esri User Conference held in San Diego, California but this year, the conference has attracted upwards of 80,000 people online as a result of the Covid-19 pandemic. While it is sad not to be gathered in San Diego, the sheer volume of people who are able to participate online makes it quite a phenomena for Esri, a 50-year-old company spearheading the GIS movement globally.