In 2022, posts "celebrating" International Women's Day exploded across social media. But as the day progressed, my friends, colleagues, and online connections all began expressing a similar frustration: namely, a clear lack of material progress on the core issues of safety, respect, and equity coupled with way too many performative marketing messages masking the reality still facing women everywhere. It was this frustration that prompted Francesca Lawson, a freelance copywriter from Manchester, England, and her partner Ali Fensome, a software developer, to take real action by creating @PayGapApp. This simple but effective bot matched companies posting celebratory Twitter stories or promoting #IWD2022-related hashtags and phrases with an open data set to illustrate the company's gender pay gap information and highlight that vague messages of "empowerment" aren't good enough.