On Saturday, Victorian Premier Daniel Andrews had a blunt message: mask up, or face a $200 fine.
For retailers, the order was a big boost. Reusable masks sold out, websites crashed and shoppers stripped shelves of fabric and sewing machines in a rush to create DIY alternatives.
But for news.com.au, one of Australia's most-read news websites, the latest health order was more than a news story. It was a commercial opportunity.