LOS ANGELES, CA--(Marketwire - October 21, 2009) - LSI -- Johnny Royal and Luthier Society released the first viral video for Archimedes 1.0 . Johnny Royal and Luthier Society , Inc. have been developing Archimedes 1.0 over the past several years as a response to the inability of quantifying social media marketing and returning true weighted-value ROI data back to online marketing personnel.