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I have always had a suspicion that this is the most expedient course of action from a company's perspective: the velocity of media is so fast nowadays that any controversy will be forgotten by the next week.

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Judging by the panicked responses by the media, I'd say NSO is in a unique position, and the media just has to accept this. What we will likely see soon is a shift in focus from the company itself to individuals perceived to be motivators or shot-callers within the org being called out by the media in an attempt to garner the attention that NSO so steadfastly claims to be denying going forward.

It's going to be interesting to see how this reversal of discourse carries out.

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