Finding a theme that would standout yet is evocative for a large audience: My initial prototype was set in the Mediterranean with Phoenician merchants trading their goods and wares during the time of Antiquity. This theme has historically been over-used in games for gamers - obscure and only mildly evocative (at best) to the general public. When you are pushing your Cargo ship (originally it was a trireme) into a Port atop a stack of gold, it doesn't feel like the quaint, plain-vanilla trading of your ancestral grandfather's era. Instead, you feel like you are pouncing - intimidating your opponents or grandstanding with false bravado, trying to bluff your way into getting the goods. A Sheep for two Woods it ain't! This clearly called for more modern times and a fun, yet edgy and evocative theme. The idea of smuggling goods at dawn and trafficking aboard Cargo ships captured it perfectly. Setting it in a comic-like 50s era helped make it palatable and fun to a large audience.