Starts with N and we all love it
(twitter.com)
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They REALLY didn't think this trough.
I don't know. I think they might have. In terms of engagement bait, it works. You're going to get all the bait posting, the virality, and then you're also getting the people who are saying 'yeah, but what is it'. And at the end of the day, they can definitely play innocent on this one.
Maybe I'm overthinking it too much, but this might have actually been a marketing 4D chess move.