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When I started reading this, I didn't realize it was fiction. When I got to the point where the protagonist left the end-date off a query and saw a spike, I thought it was going to be explained by falsified data and lead into a (real) accusation of providing fraudulent metrics to advertisers. It wouldn't be the first such accusation. But it turned out to be a science-fiction story with unexplained time travel in it. Oh well.