The text discusses the importance of Open Graph (OG) images in social media platforms like Twitter, Facebook, and Slack. The author, Tuple, ran a campaign to send OSS developers on vacation and wanted to create a compelling experience for their community. They used Netlify Functions to dynamically generate thousands of custom OG images based on user votes. The process involved creating a generator.js file that would use Puppeteer to launch Google Chrome, load an HTML template, take a screenshot, and return it as an image. The images were made dynamic by using a double mustache templating syntax to replace placeholders with user data. To pass through each user's dynamic key, they used Netlify's experimental Edge Functions to modify the OG image tag. The Edge Function would inject the key into the HTML and then use it to look up the user's vote in a database and construct the image based on their data. This allowed them to create a unique image for each user without having to host or scale the images themselves. The process can be simplified or complicated as needed, and the possibilities are endless.