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He actually tried backing out of the deal, but it was already too far to do so when he realised it wasn’t a good deal at all…
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If the buzz doesn’t translate to (paying) users or ad views he doesn’t profit shit from it.
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The any publicity is good publicity mindset really is gone after you are already a household name. Twitter was already in the news daily, Journalism was replaced with 300 “Celebrity/politician tweeted ______”, and half the time all research and studies being replaced with 10 random tweets. “People are outraged about X, here’s 10 tweets from random people to prove it”.
