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Eh everyone I know in YC answered this in an ethical way. In fact, I suspect YC keeps this wording to catch people admitting to something unethical while rewarding people who see something in a system that could be different. My answer that got me accepted was that there was a lip syncing competition at my college that was dwindling because everyone had to submit a CD and sign up in advance. It also was held in an auditorium. When I took over, I moved it to Spotify and moved the venue to the lawn, and we went from ~20 people the previous year to 1.2k the year I ran it.