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You demonize...we call it the wrap-up smear, you smear somebody with falsehoods and all the rest, and then you merchandise it and then you write it and say, See, it's reported in the press that this, this, and this... so they have that validation that the press reported the smear and then it's called a wrap-up-smear and the merchandise is the press' report on the smear we made. It's a tactic, and it's self-evident.