Hardly a week goes by that a client, a family member or someone else I know doesn't forward me a email in a panic, wondering what they should do about it. One email in particular always originates from China and in a somewhat fear-mongering tone, informs the recipient about a threat to their "Internet brand name" by another company who is about to register that name for their own use; likely an evil use. If the recipient acts fast, they can head off this serious threat to their business.
The scam is so well documented that I'm not going to bother to recap all the foolishness here but in an effort to keep my creative juices alive and, at the same time, waste the time of one such scammer, I decided to play along. Over the course of a week, I entered into an exchange with one of these guys. Kevin Yang's English was poor so I decided to use poor English too in my responses. His original message, however, clearly copied from a template was entirely meant to get my attention. I like how he introduces himself as being from "the department of registration service in China". Evidently, there's only one department of registration services. Kevin's messages are in RED. My responses are in GREEN.
(If you are NOT CEO,please forward this to your CEO, it is urgent.Thanks.)
Dear CEO,
We are the department of registration service in China. we have something need to confirm with you. We formally received an application on September 29, 2010, One company which called "Martut Holdings, Inc" are applying to register "oceanic" as brand name and domain names as below :
oceanic.net.cn oceanic.tw
After our initial examination, we found that the brand name being applied is as same as your company's name and trademark. These days we are dealing with it, hope to get the affirmation from your company. If your company and this"Martut Holdings, Inc" are the same company,there is no need reply to us,We will accept their application and will register these for them immediately.
If your company has no relationships with that company or you did not authorize them,please reply to us within 7 workdays,if we can't get any information from you within 7 workdays,we will unconditionally approve the application which is submitted by "Martut Holdings, Inc".
Thanks for your cooperation.
Best Regards,
Kevin Yang Senior Consultant
In my first response (and I obviously had no idea how long it would go on), I decided to react with the level of panic and shock he was likely looking for:
"What? No! They are NOT affiliated with our company at all and they may NOT encroach on our intellectual property name!
Who can I report this to?
Thank you so much fo contacting us over this."
I wasn't sure how easy it would be to rope Kevin in. I figured he must be so used to people telling him to piss off but within an hour or so, he emailed me back and copied in someone named Peter Jiang into the thread. I imagined Peter Jiang was his boss, looking over this shoulder to see how well he was doing.
Dear Sir,
Sorry to bother you again,Because today Mr peter.jiang from our register department confirmed with me whether your company needs the priority to protect these domain names.but I can't get your company's final decision till now, Hope you can make an decision on this matter asap, so that our register department can handle this case better in time, If your company needs to protect these domain names and brand name in advance, please contact me in time, I will send you the application form and relevant procedure.
Now we had done our best to handle this case, if your company can not take care of it in time, then if the registration brings any loss or effects, your company is responsible for it. Hope you can understand
Once again,thank you for your assistance and cooperation
Have a nice day!
I made my responses brief:
Yes!!!
Please protect my company name! I'm very concerned about this. Who do I need to talk to?!
Thanks You!
Kevin had to have been feeling a twinge of excitement at having caught a fish by now, no?:
Dear sir, The domain names registration is open in the world, the registration rule is 'first register, first obtain', so anyone can register any domain name which has not been registered.
Now you have 2 options:1. You can register these domain names under your company name now, you have the priority of registration, and we can help you register these domain names.2.You can give up the registration, then the mentioned company will succeed in registration.
If you need these domain names in future, you can arbitrate through China Domain Name Dispute Resolution Center within 2 years(if out of 2 years time limit, the Dispute can not be accepted), if the arbitration is successful, you can buy these domain names from the holder.Pls give us your option, option 1 or option 2?
I usually waited until the end of the day or the next day to respond. My messages felt so impossibly foolish that I doubted he would believe me. My grammar became horrendous in places:
Yes, we want to protect our name ASAP from another company registering our brand name from registration.
This is ESSENTIAL for us.
Please tell me what we should be doing ASAP. I have spoken to my neighbour since he is a lawyer and he suggested we try to register this brand name ASAP! Is this what you're suggesting we do to? Can you help us do this?
We are very, very concerned about this threat to our business!
We don't want to end up in court over this so please let me know what we should be doing.
I was wrong, though...he did seem to believe me. HIs next response acknowledged my confirmation and introduced costs.
This will likely be my last blog post for the foreseeable future...it has to be.
On Tuesday this week (2 days ago), the deadline for the registration of media outlets passed. I'm sure that organisations such as Fiji TV, FijiTimes, FijiSun, MaiTV and various other publishers got their paperwork in on time.
On last night's news report, however, the Acting Permanent Secretary of Information seemed to allude to anyone operating a website needing to register as well. See the video clip below:
Oceanic develops websites for some of the largest corporations and organisations in the region. I've tried to understand this decree myself and have also tried to get answers through official channels but I haven't had much luck. Should I be advising EVERY single one of my clients to register their companies as media organisations?
Smith Johns said in this interview that "it's important that everyone read and understand this decree" but I'll be among the first to admit that I don't understand it at all. She also said that "it CAN be small publishers as well [who need to register]"...this, however, is quite different from saying "it IS small publishers".
I'm not intending to argue any points about the actual decree here. Much of it I don't really care about and as a non-citizen and a guest in Fiji, I am not really afforded the right to complain anyway, even if I did disagree. I can live with that as it's a fact of life when residing in a country you are not native to. However, I have to be able to understand how this decree may or may not impact both myself and my business. As an investor, how could I not expect that?
For the time being and until I'm able to get clarification, it's just going to be easier to not publish new content on this blog or anywhere on Oceanic's site. This may also mean that new work we've completed cannot be marketed either and that has an unfortunate impact on our business. I'll be doing whatever I can to try to find answers on this and will try to post updates here.
In the meantime, it seems advisable that if you do run a website, regardless of your business type, and you are a resident in Fiji, it may be in your best interests to register as a media organisation.
Interestingly, in a follow up story on the news (also included below), Smith Johns referenced applications for exemption to the decree. She said "You need to apply to be registered or you need to apply for an exemption. That closed yesterday afternoon so all media organisations would have had to have that submitted yesterday." The reporter then goes on to say "Those that fail to register will incur a stiff fine."
This actually left me even more confused over what I'm supposed to be doing. I need to register but the deadline has passed and I will incur a stiff fine? This is pretty essential information which I hope I can get clarified further.
The answers are out there...
--
UPDATE 10.30 a.m.: Have been able to determine now that if organisations have a website, they absolutely do need to either register as a media organisation or apply for exemption. Any organisation disseminating information to the public (i.e.; via a website) falls in this category. Will provide more specific information soon as it comes in. Oceanic will apply for an exemption. (Btw, our main website is down now. How's that for a responsible media organisation?)
[oh boy...I hope people have some sense of humour about this. Style via Gruber.]
A Translation From PR-Speak to English of Selected Portions of the Ministers’ declaration on ICT Development
22 June, 2010, Secretariat of the Pacific Community (SPC) – Pacific Ministers for Information and Communication Technology (ICT) have committed to further development of the region’s ICT systems as a key tool for governance and sustainable livelihoods.
“We met and will definitely meet again in the future.”
In a declaration made at the Pacific Regional Information & Communication Technology (ICT) Ministers’ Meeting in Nuku’alofa, Tonga, they agreed to ‘work together to support the advancement of Pacific countries through improved deployment and use of ICTs in our societies; and endorse the concept of ‘many partners, one team’ in progressing a more coordinated and coherent approach to ICT development’.
“There won’t be much immediate change evident at all but we’re all definitely keen.”
Called the Tonga Declaration, the document notes ICT priority issues and development plans. The ministers also endorsed the Framework for Action on ICT for Development for the Pacific and requested SPC to coordinate the implementation of the framework in collaboration with USP, and other regional agencies and development partners.
“Collaboration is a good thing but we’ll need to have a few more meetings and probably put out some expressions of interest first before anything is decided upon.”
The ministers agreed that the new framework of action should be reviewed before mid-2013, with a Pacific ICT ministers’ meeting to be convened after the review to consider the findings and provide direction to the implementation of the framework.
“The new framework won’t be reviewed anytime soon.”
Ministers also requested that the Secretariat of the Pacific Community (SPC) work with the University of the South Pacific, development partners and Pacific Island countries and territories to develop a three year rolling Strategic Action Plan that will be updated annually and to report back on targets set in the framework.
“Yadda yadda yadda...”
The ministers acknowledged the important role of ICT in meeting the Millennium Development Goals and recalled Resolution 64/187 of the UN General Assembly, which highlighted the importance of partnerships with stakeholders in enhancing access to ICT and its potential to provide new solutions to development challenges.
[impossible to translate]
They noted that the Pacific Plan provides a basis for regional cooperation and integration between Forum countries and considered the unique challenges faced by Pacific small island developing states and territories in establishing ICT systems
“We’ve got a pretty wide range of problems and ICT is one of them.”
I've never felt more fucked over by a company in my life than I have been feeling watching BP these past few weeks. This feeling is entirely my own fault, too.
From an Ogilvy case study highlighting BP's re-branding efforts about ten years ago:
"In 1999, British Petroleum merged with Amoco and then acquired the Atlantic Richfield Corporation and Burmah Castrol. The newly re-branded, global BP sought to position itself as transcending the oil sector, delivering top-line growth while remaining innovative, progressive, environmentally responsible and performance-driven. BP sought Ogilvy's expertise to demonstrate to key opinion leaders, business partners and their 100,000 employees worldwide how the company intended to go "beyond petroleum". "
I totally bought this...hook, line and sinker. I trusted them. I believe them and their bullshit.
I LOVED the re-branding approach BP launched about ten years ago. How do you take an old, dirty industry like oil and gas and turn it into something positive? Apparently, by repositioning your old logo into an environmentally friendly and colourful image of a sun. How do you rework a documented history of unsafe working conditions, global environmental damage and corporate staleness into something good? Apparently, by saying that you've moved on.
I'm sure not everyone bought it. I did, though. "Wow...look at how a company with the word 'petroleum' IN ITS NAME can leave it all behind." I thought...
I find myself pissed at Ogilvy as well for helping orchestrate the travesty of BP's re-branding efforts, which has now led, in part, to the environmental holocaust unraveling in the Gulf of Mexico. Their case study goes on to say:
"Our recommendation was to position BP as a new type of global energy company-one that confronts difficult issues like the conflict between energy and environmental needs and takes action beyond what is expected."
Unbelievable, Ogilvy. Are you sure you briefed your client properly?
"The power of the brand rested in the ability of companies to create emotional bonds with products… the better that connection, the stronger the brand."
She said it all here and I refused to think about it. I sat hypnotized by their words, promises and ideas instead of their actions. Is that really what branding is? How did I get so duped?
I will never visit a BP fuel station again or purchase any of their products or services. This brand screwed me and has made me feel like an idiot for trusting them. Entirely my own fault.
A brown pelican is seen on the beach at East Grand Terre Island along the Louisiana coast on Thursday, June 3, 2010. (AP Photo/Charlie Riedel) via The Big Picture. Totally heartbreaking.
A new initiative picking up local steam is the "Fiji Made" or "Buy in Fiji" campaign. Discounting the fact that I'm unable to determine what the campaign will actually be named yet, there are a few issues surrounding the idea which have been on my mind.
The idea of a Fiji-Made brand being put out there to encourage recognition of the country's products is a good one. At the same time, the idea may be extremely difficult and costly to pull off due to the inevitableover-thinking which will likely be associated with it. There are so many possible variations in the way the idea is implemented that it might be like pulling teeth in order to get any traction. That, however, is neither here nor there. If it's going to happen, it's best for as many people as possible to try and make it happen. Branding Fiji as more than just tropical beaches is a long-time coming. It's something which is sorely needed and it's going to become even more essential when trying to support the growth of other industries. It is this area which I feel is worth commenting on...
What appears to be left out of the "Fiji Made" discussion (at this point, at least) are services. This is relatively surprising when considering Fiji's ongoing push for ICT relevance in the world. Fiji’s service providers need to be able to benefit from the "Fiji Made" push as well. No one is actually saying they won't be but thus far, all the coverage I’ve seen has been about packaging labels and shelf space. Perhaps that's an easier visualisation when planning this thing but it doesn’t change the fact that if we’re only looking there, we could be missing the bigger picture.
There's a sad irony presented in this Fiji-Made campaign, as well. I'm a Fiji investor running a company which focuses, in part, on software and application development. I see way too much work being sent abroad to India, China and Malaysia, among other countries. My question is this:
How can Fiji build a brand with the core message being "Fiji-made" when the country itself looks elsewhere in an industry it has been intent on building up? This is frustrating for businesses like mine.
In fairness, I don't see Fiji's government as intentionally swiping at the local service industry at all. In fact, I think this issue is simply not being considered or discussed in the larger scheme of things. It is, however, a HUGE issue for any Fiji-based service provider struggling to build its skills and win local development work.
This essay is also not intended to be a xenophobic rant arguing that foreign companies are screwing local ones over and thus, should be banished. Indian and Chinese firms have as much right to pitch for work here as companies with real operations on the ground. What Fiji's government does not appear to be doing is REWARDING local businesses which choose to have software and application development done in Fiji. I believe that if they did do this, it would do wonders for both encouraging local ICT development further as well as promoting the "Fiji-Made" brand.
When I think about the emphasis and heavy financial commitment Fiji continues to make in trying to establish itself as an efficient ICT destination and developing the country's capabilities, it feels like only HALF of a strategy is being implemented. That half is made up of information technology parks, financial incentives and marketing efforts built around the sole goal of bringing IT companies in to establish operations. All important initiatives, yes, but it’s only halfway there.
The missing part of this strategy (i.e.; the other half) feels significantly more important to the industry's future; namely encouraging the development of local skills. This can happen via tax incentives for ICT-related training, duty-free imports of educational material, books and trade collateral, software discounts, and most important, tax incentives for ANY Fijian business choosing locally-developed custom application or software. Nothing is more critical towards building up capabilities than encouraging this local consumption of "Fiji-Made" services.
There are related issues which will need to be addressed with this kind of incentive-based activity. For example, many non-Fiji IT companies have established local offices as satellite locations for their foreign operations. The Digital Group is one shining example I can think of off the bat. Local tenders are pitched for by these companies but most or all of the development work is being managed and conducted abroad. Fiji as a country loses out when this happens and I'm not referring to just FJ$ going abroad. Fiji loses out because the experience and knowledge of how to build and manage that type of work disappear offshore with very little experience remaining behind. This is a key hindrance to the industry's local growth. To reiterate, the companies which send work abroad have every right to do so. I’m not arguing against their right to conduct business this way. I’m simply stating that in order to really develop the local industry, there need to be benefits to Buy Fiji. That is the purpose and focus of the “Fiji-Made” campaign, after all.
Fiji-based ICT companies with the majority of their workforce in-country should be able to easily demonstrate where their technical development resources are based. In fact, I believe these checks and balances already exist within the garment manufacturing industry.
If a local business or a government ministry wants software and application development, they should be strongly encouraged to use local ICT businesses wherever possible. Not directed, mind you. Encouraged. No one should be penalised for going abroad but getting benefits for working with local companies will become a win-win for everyone (except the companies who send all their dev work abroad). That, however, is just business.
Cyclone Mick is the story of the day here in Fiji today.
Although it's currently classified as a strong Category One storm, you wouldn't be able to tell from the abundance of rumours about the cyclone making their way through the coconut wireless in Suva. Official communication is so poor (outside of the trusty radio) that these rumours are able to flourish.
Many people have noticed what is clearly a publishing problem on the MET.GOV.FJ website. At a time where people around the world are clamoring for accurate weather information, this is definitely an issue. I've seen multiple references to this error on a number of Facebook pages and Twitter postings. If you haven't seen it, the "latest updates" page is serving up the following information and has been for at least the past 5 hours or so...
It's up to the reader to figure out exactly what this message means. I'm fairly technically proficient but I'm at a loss and would even be happy settling for a non-current edition of that product just so I can find out what the friggin' forecast is.
Incredibly, perhaps, is that a more disappointing page appears elsewhere on their site. When following links to the latest Cyclone updates, I found this gem:
Just to be perfectly clear, this page on Fiji's national weather service website, states that there are no cyclones around.
The fault here lies not with the weather office but likely with some other department in the folds of Fiji's government. The weather office's job is NOT to make sure they have a functioning website...in fact, I'd like them to be spending all their time on weather-related analysis, not dicking around with a website which clearly does not suit either the publishing requirements of their office or the information consumption requirements of an increasingly nervous public.
Their lack of attention to the importance of the communication channel is what needs to change.
Be safe, Fiji...
[For anyone interested in following the storm, will keep posts going via my TWITTER feed.]
Some RAW video before the power went out is below...no, no cyclones here.
In what is now feeling like a weekly occurrence, we were met today in Fiji (and throughout the Pacific) with a pretty terrifying tsunami warning at around 11 a.m. Compared to the action of last week's tsunami drama, today definitely had a different feel.
For starters, it was significantly more frightening.
I don't want for this to be interpreted the wrong way but for anyone who has ever spent real time in the Pacific, they'll know that generally, people in the islands are not the fastest moving bunch. In most cases, it's simply because there's no reason to hurry. At 11 a.m. on 8 October, however, I saw more average people running than I ever have before. Indeed...it was surreal.
I would be pretty quick to dismiss the speed of Fiji's public reaction with the fact that is was late in the morning of a work day and there's no better excuse to leaving the office for the day than under the threat of an approaching tidal wave. In reality, the communication around this seismic event was most definitely not a duplication of last week's lunacy. Even then, it all occurred in a very haphazard way. Although people were getting the message to move, it felt like there was still a great deal of disorganisation in the action. At least where I was in the immediate outskirts of central Suva, I saw people scattering in all directions. Traffic turned into an immediate nightmare, as well. When I finally did evacuate my office, I knew the chances of quickly getting up to my family in the hills above the city were pretty much nil. Instead, I chose a friend's house just up the road from my office but still quite high that I knew we'd be safe. Even then, it took me over 30 minutes to drive a few kilometers.
Consider the following photograph I found on Facebook today of the traffic scene in Tamavua:
First, I don't know who actually took this photograph so I'm unable to credit them and to be entirely honest, this could very well be a picture taken on any given day in Suva given the etiquette of some of the drivers. However, it was taken today at the peak of the evacuation to higher ground. I was well below this area and made the wise choice to not try to make my way up here. Although this was quite far away from where I was, the traffic I experienced was directly related to this mess.
Back to the topic at hand, though...people did MOVE, at least in Suva. I later heard that police had even blocked off access roads INTO the central business district which is a surprisingly proactive move on their part. It's likely last week's drama, still so fresh in people's minds did play a big role today in the reaction and the glorious weather didn't hurt either. I couldn't help to think what the response would have been had it been raining, though. Even more of a concern, suppose this all happened at 9 p.m. or in the middle of the night?
There's an order to the chaos in Suva at times and it was demonstrated today in full colour.
I'll even give kudos to the local media who generally did a pretty good job of keeping the news flowing, intermixed perhaps with a bit too much lame 70's pop music, but beggars can't be choosers. If you asked me whether I would prefer to drown listening to Abba verus Vijay Narayan's voice, I'd probably choose the former anyway. But hey..that's me.
I received an SMS during evacuation time, too...Vodafone Fiji must have gotten permission from someone in government to fire that one off and I'm more convinced than ever it's a valuable and effective lifeline for content in times of emergencies. My friend on pre-pay service, however, got no such message so I can only assume that as a high-value post-pay customer with Vodafone, messages to people like me were prioritised. [No...I don't really believe that.] The mobile network was very strained and unable to connect any calls for me for over an hour. Some people on Twitter and Facebook seemed furious over this but in Vodafone's defense, their network (or anyone elses' for that matter) is simply not designed for EVERYONE to use at the same time. It would be unrealistic to expect that communications work for everyone but Vodafone's 3G data service was actually quite fantastic. I have no idea if some voice traffic (i.e. government) were priortised for emergency communications but that could be an explanation.
If today was a test for Fiji in tsunami preparedness, I'd give it a C+. This is a pretty significant improvement over the failing marks from just a week ago, though. I'd be willing to move it up to a B- if we could get some reggae on the radio and better traffic management. My bigger fear is that we'll face a "boy who cried wolf scenario" for the next time and people will not move as quickly. I do hope that's not the case.
It was a few months ago when I started hearing rumours about a Fiji Government call centre opening up at the old FVB building in downtown Suva. It was apparently slated to be a 24 hour operation. I initially interpreted that to mean that the building would remain standing for 24 hours but not necessarily that people would be inside working.
A week or so ago, however, I saw the official announcement on the news. The 24 hour Fiji Government call centre was up and running, staffed by 12 people who would hear complaints on water and roads, listen to issues related to billing errors and even provide weather updates. The operation was established by the Ministry of Works which, given so many of my experiences with them over the years, might as well have been re-branded as the Ministry of Silly Walks.
Tonight, 21 July, 2009, I made my first call to them.
For starters, it took me forever to find their number. I visited just about every Fiji news site, portal and government online presence as I could and although I was able to find plenty of news stories about the call centre operations and opening, none actually listed the damn telephone number. This is not surprising given the frequency with which I see news reports about newly launched websites without any mention of a URL..but I digress. After clicking through a history of FijiTV's daily broadcasts for the ten days, I found a video file which I had to download and then view so I could hear the telephone number read out to me. For the record and future reference, the toll-free number is:
132 777
Oh...why was I calling?
Well..it's like 11 p.m. and it's friggin' cold as hell outside and I wanted to take a hot shower. I went into my bathroom to find that there is ZERO water coming from the taps. Such a disappointment. So I decided to take advantage of this futuristic new service and call it in.
The call centre has got a decent automated phone system which offered me some choices but I zeroed out to the operator and my call was immediately answered by Emma who wanted to know how she could help me. It seemed ridiculous to me that I was making this call at 11 p.m. at night since I've never even been able to get utility help during the day but here I was, givin' the government the benefit of the doubt.
Emma asked me who I was (Jonathan) and where I was calling from (Suva Point). She asked whether other people in the neighborhood were also having the same problem (I didn't know). She told me I was the only person who had called with such a complaint but she apologised for the hassle (!) and told me she would find out what the deal is and call me back. I didn't ask when that would be since I doubted a call back would come in a timely fashion but I thanked her for her help, hung up and went searching through the house for some bottled water so I could at least brush my teeth. I don't intend to sound ridiculously cynical here but it's just about impossible to get service from the utilities that I actually pay money to in this country, how the hell am I going to get it for free from a government department? That written, Emma was very professional, attentive and helpful.
Ten minutes later, my mobile rings. It's Emma calling me back to report that yes, indeed there was a problem. She told me that "a water main burst at the FMF dome". I didn't have the heart to explain that it was now the Vodafone Arena because it hardly seemed relevant and I was so surprised to have even gotten a call back. She went on to say that I should rest assured that "workmen were busy right now repairing the problem and I should expect water supply to be up and running tomorrow."
Seriously. That's just awesome. Emma rocks. So does this service.
It's not about actually having to fix the problem as much as it is listening to a "customer" and giving them information in return. There are a number of companies around that could benefit greatly from following the lead of the Ministry of Works here.
Thumbs up, Ministry. Well done. You've made it look easy.
[UPDATE 6.30 a.m. / 7 hours later : We have water.]
In what is one of the more jarring headlines lately from the Fiji Times comes this one...
Although there is definitely nothing funny about the story, I couldn't help but do a double-take at the way the headline is written.
The actions of this "father" are a bit more than an annoyance...this is assault, pure and simple.
[7 July / UPDATE: "pure and simple" is apparently not pure and simple. Local "sexual abuse legislation" expert and loyal blog reader, Ian, clarifies the statute in the comments and for the second time in a week, we stand corrected.]
I've been transfixed with Iran these past few weeks. The struggle inside that country has been so visual, so global and ultimately, so upsetting. Nicholas Kristof, from the New York Times, wrote this week in his op-ed column that "On one side are government thugs firing bullets. On the other side are young protesters firing tweets." What an incredible time we live in.
Iran has very much remained in the news steadily since their troubled election.
When Michael Jackson died so suddenly this week and the focus of the media swung entirely to that story, it's not surprising to see some people unhappy. I read a number of comment rants from those who were furious with America's priorities insofar as global news is concerned. Micheal Jackson's death, although perhaps not as important as what is going on in Iran, does impact more people directly. It was so far from exclusively an American story, too.
The Iranian drama unfolded over days and weeks and still continues to do so. Jackson's death unfolded in an instant. It should be far from surprising to see attention so quickly swing in this new direction. More than that, before Michael Jackson became a controversial figure, he was a person who made others happy. Compare that to the situation in Iran which only reminds us of how far we all still need to go to be a functioning race of people.
Michael Jackson's death, for many people, represented an end of something that was good (at least before things got weird).
Personally, I'm always going to remember the Michael Jackson when he was very young. I came across the video clip below and thought it captured him perfectly, even at such a young age. He was 13. I'll miss this Michael and miss how his music was able to excite me so much.
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