Or, maybe, look at the brilliant marketing strategist who was out-Cluetrained by a brilliant marketing strategy :-)

Update: Doc recants:

Just when I think I've given all the PR advice a former PR guy who's still a journalist can give, here's one more: If you're gonna shake the Earth with an unexpected announcement, don't pick the one day out of 365 when everybody's yanking everybody else's chain, okay?
Why not? Worked like a charm!

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