The Academics of Bullshit 101 - Why every student should take a course on bullshit.
Following an all-candidates' meeting during the recent Ontario provincial election I had the privilege to briefly discuss with some journalism students the fact that "bullshit" has now become a respectable academic field of study. If one uses google scholar with the search string "on bullshit" one is rewarded 5,590 hits of what should be mainly the academic, scholarly, peer reviewed literature on the subject. While the revival of studies on bullshit is generally credited to the phenomenal success of Princeton University emeritus philosophy professor Harry Frankfurt's 2005 book simply entitled "On Bullshit", this author is of the opinion that Neil Postman's paper delivered at the National Convention for the Teachers of English on November 28, 1969 in Washington, D.C. entitled "Bullshit and the Art of Crap-Detection" should be the first reference any student should read. Postman made the following point: "As I see it, the best things schools can do for kids is to help them learn how to distinguish useful talk from bullshit." A little later he continues: "every day in almost every way people are exposed to more bullshit than it is healthy for them to endure". It was left to Frankfurt to proclaim that "one of the most salient features of our culture is that there is so much bullshit"; however, the purpose of this short submission is to draw to the attention of students that the rapidly expanding academic literature on bullshit has something of interest to most students. Let me close by simply providing three examples:
1. Students of journalism and political science should be interested in - Brandenburg, Heinz, Short of Lying - The prevalence of bullshit in political communication, presented at the Annual Conference of the Political Studies Association, Reading, 4-6 April, 2006.
2. Accounting, business and science students might enjoy Queen's University Norman B. Macintosh's Accounting - Truth, Lies, or bullshit. A Philosophical Investigation.
3. For anyone wanting to go deeper into bullshit the book by Gary L. Hardcastle and George A. Reisch, 2006, Bullshit and Philosophy - guaranteed to get perfect results every time, Open Court, Chicago is a must library addition.
While the entire book is worth reading, although some chapters are heavy slugging, the following chapters are highly recommended:
Chapter 6 by University of British Columbia Professor Alan Richardson - Performing Bullshit and the Post-Sincere Condition, should be read by every student thinking of post graduate studies.
Chapter 14 by Heather Douglas - Bullshit at the Interface of Science and Policy: Global Warming, Toxic Substances, and Other Pesky Problems, page 215, is must reading for policy wonks, politicians and bureaucrats.
Canadians have made excellent contributions to the literature on bullshit as can be seen by visiting http://bullshitcitynorth.blogspot.com . Perhaps University of Manitoba professor John S. McCallum said it best in his 2005 Viewpoint - On Bullshit is not bullshit, Ivey Business Journal, Sept/Oct, page 1-3.
Sunday, October 28, 2007
Sunday, August 12, 2007
THE QUEST FOR SAFE FOOD
WILL YOUR MESSAGE PASS THE BULLSHIT DETECTION TEST ?
How to Detect Bullshit - "EXPECT BULLSHIT" - for complete paper go
http://www.scottberkun.com/essays/53_how_to_detect_bullshit/
or
Bullshit and the Art of Crap-Detection by Neil Postman (Paper delivered at the National Convention for the Teachers of English {NCTE}, November 28, 1969, Washington, D.C.)
THE QUEST FOR SAFE FOOD
Celebrating 100 years of failure,
bullshit and überbullshit
because
Seeing reality is the first step towards changing it.
How to Detect Bullshit - "EXPECT BULLSHIT" - for complete paper go
http://www.scottberkun.com/essays/53_how_to_detect_bullshit/
or
Bullshit and the Art of Crap-Detection by Neil Postman (Paper delivered at the National Convention for the Teachers of English {NCTE}, November 28, 1969, Washington, D.C.)
THE QUEST FOR SAFE FOOD
Celebrating 100 years of failure,
bullshit and überbullshit
because
Seeing reality is the first step towards changing it.
Sunday, July 8, 2007
How to detect bullshit!
While I think that we can all agree with Harry Frankfurt that there is a lot of bullshit all around us all the time, it seems to me that the most important thing is to be able to detect bullshit. On that subject I have found two useful references:
1. Postman, Neil, 1969 - "Bullshit and the Art of Crap-Detection" (Paper delivered at the National Convention for the Teachers of English, November 28, 1969, Washington, D.C.) For me the paper did not come up until I googled On Bullshit with Google Scholar. It is an excellent paper.
2. #53 - How to detect bullshit
By Scott Berkun, August 9, 2006 -
http://www.scottberkun.com/essays/53-how-to-detect- bullshit/ .
This paper has some interesting references.
Finally I would suggest that the law of the opposite is also a very good way to detect bullshit.
This law applies to any organization from a family to a country. It goes something like this:
If you want to detect problems or bullshit in an organization, look at what the senior managers are doing and talking about and also listen to the employee grapevine (gripevine) and then test against the opposite!
Examples:
Talks about leadership most likely means there is leadershit - organizations with good leadership don’t need to talk about it.
Talk about teams means there are no teams and there is perhaps vicious competition
Talk about free flow of information may indicate organizational information costipation and secrecy
I am sure you get my drift!!!
http://www.scottberkun.com/blog/2006/essay-how-to-detect-bullshit/
Happy crap or bullshit detection!
While I think that we can all agree with Harry Frankfurt that there is a lot of bullshit all around us all the time, it seems to me that the most important thing is to be able to detect bullshit. On that subject I have found two useful references:
1. Postman, Neil, 1969 - "Bullshit and the Art of Crap-Detection" (Paper delivered at the National Convention for the Teachers of English, November 28, 1969, Washington, D.C.) For me the paper did not come up until I googled On Bullshit with Google Scholar. It is an excellent paper.
2. #53 - How to detect bullshit
By Scott Berkun, August 9, 2006 -
http://www.scottberkun.com/essays/53-how-to-detect- bullshit/ .
This paper has some interesting references.
Finally I would suggest that the law of the opposite is also a very good way to detect bullshit.
This law applies to any organization from a family to a country. It goes something like this:
If you want to detect problems or bullshit in an organization, look at what the senior managers are doing and talking about and also listen to the employee grapevine (gripevine) and then test against the opposite!
Examples:
Talks about leadership most likely means there is leadershit - organizations with good leadership don’t need to talk about it.
Talk about teams means there are no teams and there is perhaps vicious competition
Talk about free flow of information may indicate organizational information costipation and secrecy
I am sure you get my drift!!!
http://www.scottberkun.com/blog/2006/essay-how-to-detect-bullshit/
Happy crap or bullshit detection!
Friday, June 15, 2007
The end of leadership in the age of ueberbullshit!
The end of leadership in the age of ueberbullshit
and MBA - more bullshit always!
What does this mean?
and MBA - more bullshit always!
What does this mean?
Wednesday, May 2, 2007
On Bullshit and Public Consultation
PUBLIC CONSULTATION
Public consultation is a process used when the outcome of a policy has been carefully predetermined. Participants are allowed to vent while facilitators carefully heard them towards the predetermined conclusion and it is akin to a fire hydrant that is carefully placed so that all dogs can relieve their natural needs.
Public consultation rules for participants:
We want to hear what you have to say, as long as you say what we want to hear. If you don't say what we want to hear, we will conclude that you are cerebrally challenged and you are simply too stupid to understand what services our superior brains are trying to provide for you with your tax money, whether you want them or not.
What is a camel?
At first a camel was defined as a horse designed by a committee;
then a camel was a horse conceived through participative management;
a little while later a camel was a horse constructed by the collective efforts of all members of a team all pulling in the same direction (team spirit);
now a camel is a horse borne as a result of public consultation under manipulation of a bunch of facilitators;
all along the only thing that was certain is that a camel produces camel dung and a horse produces horse manure!
Public consultation is a process used when the outcome of a policy has been carefully predetermined. Participants are allowed to vent while facilitators carefully heard them towards the predetermined conclusion and it is akin to a fire hydrant that is carefully placed so that all dogs can relieve their natural needs.
Public consultation rules for participants:
We want to hear what you have to say, as long as you say what we want to hear. If you don't say what we want to hear, we will conclude that you are cerebrally challenged and you are simply too stupid to understand what services our superior brains are trying to provide for you with your tax money, whether you want them or not.
What is a camel?
At first a camel was defined as a horse designed by a committee;
then a camel was a horse conceived through participative management;
a little while later a camel was a horse constructed by the collective efforts of all members of a team all pulling in the same direction (team spirit);
now a camel is a horse borne as a result of public consultation under manipulation of a bunch of facilitators;
all along the only thing that was certain is that a camel produces camel dung and a horse produces horse manure!
Saturday, April 28, 2007
On Reducing Bullshit in Food Safety Science and Regulation
SUPERBUGS, MAD COWS, MAD SCIENCE AND
REGULATORY-SCIENTIFIC MISADVENTURES:
IT’S A TIME TO BE HUMBLE; IT’S A TIME TO APOLOGIZE!
<< "Seeing reality is the first step towards changing it." >>
New mission statement for public health agencies:
To play nicely TOGETHER in the sand box and find ways to tolerate and resolve differing minority regulatory science opinions (the approach of the supreme court should be considered);
TO BE HUMBLE by remembering the many regulatory-scientific misadventures in our past, e.g., the blood crises, the Vioxx paradox, SARS farce, the ongoing superbug crisis (add any number of other examples) and to reflect that mad cow disease is perhaps the greatest regulatory-scientific misadventure, amounting to the ultimate doctors’ dilemma and vegetarians’ worst nightmare because of the potential broad impact on foods, drugs, medical devices, cosmetics and other bovine sourced consumer products ......
To work cooperatively and transparently with all fellow Canadian citizens to maximize the health impact of the public health resources being spent;
To resist creating false expectations by making promises we know we can’t keep;
To resist wasting precious public health resources by working in redundancy or reinventing the wheel (mapleleafing) and by fostering progress by adopting or importing innovations that exist elsewhere;
To accept full responsibility for the regulatory-scientific misadventures the same way we celebrate regulatory-scientific successes;
To recognize that spin doctoring, bullshit and "lience" have no place in public health science;
To minimize secrecy because we recognize that secrecy is the ally of corruption, the hiding place of incompetence and the birthplace of bullshit and überbullshit;
To admit that we may not have all the answers all of the time and that our answers are not the only possible answers; and to never again pronounce that "The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions." ..... IT’S A TIME TO BE HUMBLE!
The Ottawa Citizen 2004) Re: Drug test results should not be hidden, AUG. 12.
Recent news coverage, including letters to the editor, regarding the termination of Health Canada scientists, has raised questions regarding Health Canada's scientific processes and decision-making. Health Canada's fundamental priority remains the health and safety of Canadians. Whether reviewing a drug or providing nutrition advice, our activities are carried out with the goal of improving Canadians' health. Health Canada did not take the decision to terminate the employment of these three individuals lightly. Our reasons for dismissal must by law respect the confidentiality of the individuals. Health Canada's actions were based on fundamental management principles, in accordance with the law and with our obligations as public-service managers. Health Canada recognizes the need to have the best possible science to support its decision-making. As with other drugs reviewed and approved by Health Canada, veterinary drugs are approved only after a stringent and comprehensive evaluation. Teams of scientists with a broad range of scientific expertise review drug submissions. It is this breadth of scientific evidence, not the personal opinions of individuals, that is critical to scientific decision- making. Our processes include internal and external peer reviews, discussions at directorate and branch levels, international consultation as well as the use of expert advisory committees. The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions.
Health Canada's Veterinary Drug Directorate (VDD) has an excellent and committed multidisciplinary team of scientists, drug evaluators and support staff. Well regarded internationally, Health Canada and VDD serve the needs of Canadians with integrity and professionalism.
Acting assistant deputy minister, Health Products and Food Branch, Health Canada
REGULATORY-SCIENTIFIC MISADVENTURES:
IT’S A TIME TO BE HUMBLE; IT’S A TIME TO APOLOGIZE!
<< "Seeing reality is the first step towards changing it." >>
New mission statement for public health agencies:
To play nicely TOGETHER in the sand box and find ways to tolerate and resolve differing minority regulatory science opinions (the approach of the supreme court should be considered);
TO BE HUMBLE by remembering the many regulatory-scientific misadventures in our past, e.g., the blood crises, the Vioxx paradox, SARS farce, the ongoing superbug crisis (add any number of other examples) and to reflect that mad cow disease is perhaps the greatest regulatory-scientific misadventure, amounting to the ultimate doctors’ dilemma and vegetarians’ worst nightmare because of the potential broad impact on foods, drugs, medical devices, cosmetics and other bovine sourced consumer products ......
To work cooperatively and transparently with all fellow Canadian citizens to maximize the health impact of the public health resources being spent;
To resist creating false expectations by making promises we know we can’t keep;
To resist wasting precious public health resources by working in redundancy or reinventing the wheel (mapleleafing) and by fostering progress by adopting or importing innovations that exist elsewhere;
To accept full responsibility for the regulatory-scientific misadventures the same way we celebrate regulatory-scientific successes;
To recognize that spin doctoring, bullshit and "lience" have no place in public health science;
To minimize secrecy because we recognize that secrecy is the ally of corruption, the hiding place of incompetence and the birthplace of bullshit and überbullshit;
To admit that we may not have all the answers all of the time and that our answers are not the only possible answers; and to never again pronounce that "The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions." ..... IT’S A TIME TO BE HUMBLE!
The Ottawa Citizen 2004) Re: Drug test results should not be hidden, AUG. 12.
Recent news coverage, including letters to the editor, regarding the termination of Health Canada scientists, has raised questions regarding Health Canada's scientific processes and decision-making. Health Canada's fundamental priority remains the health and safety of Canadians. Whether reviewing a drug or providing nutrition advice, our activities are carried out with the goal of improving Canadians' health. Health Canada did not take the decision to terminate the employment of these three individuals lightly. Our reasons for dismissal must by law respect the confidentiality of the individuals. Health Canada's actions were based on fundamental management principles, in accordance with the law and with our obligations as public-service managers. Health Canada recognizes the need to have the best possible science to support its decision-making. As with other drugs reviewed and approved by Health Canada, veterinary drugs are approved only after a stringent and comprehensive evaluation. Teams of scientists with a broad range of scientific expertise review drug submissions. It is this breadth of scientific evidence, not the personal opinions of individuals, that is critical to scientific decision- making. Our processes include internal and external peer reviews, discussions at directorate and branch levels, international consultation as well as the use of expert advisory committees. The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions.
Health Canada's Veterinary Drug Directorate (VDD) has an excellent and committed multidisciplinary team of scientists, drug evaluators and support staff. Well regarded internationally, Health Canada and VDD serve the needs of Canadians with integrity and professionalism.
Acting assistant deputy minister, Health Products and Food Branch, Health Canada
Sunday, April 22, 2007
References on bullshit
As you can see, Canadians have not been slouches when it comes to publishing on bullshit. I think McLuhan is out and Frankfurt (On Bullshit) is in. Or to put it another way, while we were focusing on the medium, the message turned into bullshit. At any rate, bullshit studies have become respectable and popular.
References: On Canadian Excellence on Bullshit.
1. McCallum, John S. 2005 Viewpoint - On Bullshit is not bullshit, Ivey Business Journal, Sept/Oct, 2005, 1-3. (on the Internet)
2. Penny, Laura 2005 Your Call is Important to Us: the Truth About Bullshit, Crown, New York
3. Richardson, Alan Performing bullshit and the post-sincere condition, pp 83- 97 in Bullshit and Philosophy - guaranteed to get perfect results every time, edited by Hardcastle, G.L. and G.A. Reisch 2006, Open Court, Chicago & Lasalle, Illionois
References: On Canadian Excellence on Bullshit.
1. McCallum, John S. 2005 Viewpoint - On Bullshit is not bullshit, Ivey Business Journal, Sept/Oct, 2005, 1-3. (on the Internet)
2. Penny, Laura 2005 Your Call is Important to Us: the Truth About Bullshit, Crown, New York
3. Richardson, Alan Performing bullshit and the post-sincere condition, pp 83- 97 in Bullshit and Philosophy - guaranteed to get perfect results every time, edited by Hardcastle, G.L. and G.A. Reisch 2006, Open Court, Chicago & Lasalle, Illionois
Saturday, April 7, 2007
Überbullshit or Ueberbullshit
Ueberbullshit is bullshit produced by individuals or groups of experts (often scientists) who should know better. My favorite example is the following:
On bullpoop/bullshit and food microbiology.
The most frightening thing I ever read was the following statement: "There is a good reason why the foods we eat in Canada are safe" This quote is the opening in Food Safety and You - Her Majesty in the Right of Canada 2000, Cat. No. A62-52/2000, ISBN 0-662-64805-6. I think it is reasonable to assume that members of the production team included knowledgeable microbiologists who knew that the official numbers for foodborne microbial disease in Canada at the time were 30 deaths and 2 million cases annually. Based on the scholarly definition of bullshit in the 2005 nonfiction US best selling book by Princeton University professor emeritus Harry Frankfurt - On Bullshit (see http://press.princeton.edu/titles/7929.html ; http://www.slate.com/id/2114268/ ), it is difficult to decide whether this statement is a lie or bullshit. With 76 million cases reported annually in the US, North America has as many as 89 million cases of foodborne disease annually or 243,835 cases daily - a funny definition of safe!
Nor is the contamination of vegetables a new phenomenon. Let me provide some evidence: "Melick mentioned a number of instances where vegetables have caused disease" (1917. J. Infect. Dis., 21, 28). "Another outbreak occurred in Philadelphia where 18 out of 19 persons who ate water cress sandwiches became ill with typhoid fever" (1917). There are many other examples in chapter 15, Microbiology of vegetables and vegetable products, The Microbiology of Foods, F.W. Tanner, 1944, Gerrard Press, Champaign, Ill., USA. My motto has always been that one can't discover what is already recorded in text books. My first act when a food microbiological problem is "newly discovered" is to look at what, if anything was known before 1944. It may surprise some folks that the possibility of Salmonella being transmitted by chocolate, a recent problem that has resulted in chocolate recalls in U.K. and Canada, was studied as long ago as 1915.
It is obvious that bullpoop has been spread for too long by public health/regulatory officials as well as some academics and industry and NGO spokesthingies when it comes to microbiological safety of foods - we must stop telling consumers that the food supply is safe - it is no true, has not been true and probably won't be true in the future! It seems to me that telling consumers that the food supply is safe gives a false sense of security to consumers. It seems to me that those who do are also giving an implied warranty which could/should make them liable under certain conditions or could/should be used to question their credibility.
On bullpoop/bullshit and food microbiology.
The most frightening thing I ever read was the following statement: "There is a good reason why the foods we eat in Canada are safe" This quote is the opening in Food Safety and You - Her Majesty in the Right of Canada 2000, Cat. No. A62-52/2000, ISBN 0-662-64805-6. I think it is reasonable to assume that members of the production team included knowledgeable microbiologists who knew that the official numbers for foodborne microbial disease in Canada at the time were 30 deaths and 2 million cases annually. Based on the scholarly definition of bullshit in the 2005 nonfiction US best selling book by Princeton University professor emeritus Harry Frankfurt - On Bullshit (see http://press.princeton.edu/titles/7929.html ; http://www.slate.com/id/2114268/ ), it is difficult to decide whether this statement is a lie or bullshit. With 76 million cases reported annually in the US, North America has as many as 89 million cases of foodborne disease annually or 243,835 cases daily - a funny definition of safe!
Nor is the contamination of vegetables a new phenomenon. Let me provide some evidence: "Melick mentioned a number of instances where vegetables have caused disease" (1917. J. Infect. Dis., 21, 28). "Another outbreak occurred in Philadelphia where 18 out of 19 persons who ate water cress sandwiches became ill with typhoid fever" (1917). There are many other examples in chapter 15, Microbiology of vegetables and vegetable products, The Microbiology of Foods, F.W. Tanner, 1944, Gerrard Press, Champaign, Ill., USA. My motto has always been that one can't discover what is already recorded in text books. My first act when a food microbiological problem is "newly discovered" is to look at what, if anything was known before 1944. It may surprise some folks that the possibility of Salmonella being transmitted by chocolate, a recent problem that has resulted in chocolate recalls in U.K. and Canada, was studied as long ago as 1915.
It is obvious that bullpoop has been spread for too long by public health/regulatory officials as well as some academics and industry and NGO spokesthingies when it comes to microbiological safety of foods - we must stop telling consumers that the food supply is safe - it is no true, has not been true and probably won't be true in the future! It seems to me that telling consumers that the food supply is safe gives a false sense of security to consumers. It seems to me that those who do are also giving an implied warranty which could/should make them liable under certain conditions or could/should be used to question their credibility.
Thursday, March 22, 2007
Towards BULLSHIT-FREE communication
SUPERBUGS, MAD COWS, MAD SCIENCE AND
REGULATORY-SCIENTIFIC MISADVENTURES:
IT’S A TIME TO BE HUMBLE; IT’S A TIME TO APOLOGIZE!
<< "Seeing reality is the first step towards changing it." >>
New mission statement for public health agencies:
To play nicely TOGETHER in the sand box and find ways to tolerate and resolve differing minority regulatory science opinions (the approach of the supreme court should be considered);
TO BE HUMBLE by remembering the many regulatory-scientific misadventures in our past, e.g., the blood crises, the Vioxx paradox, SARS farce, the ongoing superbug crisis (add any number of other examples) and to reflect that mad cow disease is perhaps the greatest regulatory-scientific misadventure, amounting to the ultimate doctors’ dilemma and vegetarians’ worst nightmare because of the potential broad impact on foods, drugs, medical devices, cosmetics and other bovine sourced consumer products ......
To work cooperatively and transparently with all fellow Canadian citizens to maximize the health impact of the public health resources being spent;
To resist creating false expectations by making promises we know we can’t keep;
To resist wasting precious public health resources by working in redundancy or reinventing the wheel (mapleleafing) and by fostering progress by adopting or importing innovations that exist elsewhere;
To accept full responsibility for the regulatory-scientific misadventures the same way we celebrate regulatory-scientific successes;
To recognize that spin doctoring, bullshit and "lience" have no place in public health science;
To admit that we may not have all the answers all of the time and that our answers are not the only possible answers; and to never again pronounce that "The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions." .....
IT’S A TIME TO BE HUMBLE!
REGULATORY-SCIENTIFIC MISADVENTURES:
IT’S A TIME TO BE HUMBLE; IT’S A TIME TO APOLOGIZE!
<< "Seeing reality is the first step towards changing it." >>
New mission statement for public health agencies:
To play nicely TOGETHER in the sand box and find ways to tolerate and resolve differing minority regulatory science opinions (the approach of the supreme court should be considered);
TO BE HUMBLE by remembering the many regulatory-scientific misadventures in our past, e.g., the blood crises, the Vioxx paradox, SARS farce, the ongoing superbug crisis (add any number of other examples) and to reflect that mad cow disease is perhaps the greatest regulatory-scientific misadventure, amounting to the ultimate doctors’ dilemma and vegetarians’ worst nightmare because of the potential broad impact on foods, drugs, medical devices, cosmetics and other bovine sourced consumer products ......
To work cooperatively and transparently with all fellow Canadian citizens to maximize the health impact of the public health resources being spent;
To resist creating false expectations by making promises we know we can’t keep;
To resist wasting precious public health resources by working in redundancy or reinventing the wheel (mapleleafing) and by fostering progress by adopting or importing innovations that exist elsewhere;
To accept full responsibility for the regulatory-scientific misadventures the same way we celebrate regulatory-scientific successes;
To recognize that spin doctoring, bullshit and "lience" have no place in public health science;
To admit that we may not have all the answers all of the time and that our answers are not the only possible answers; and to never again pronounce that "The review process is sound, rigorous and based on the best available scientific information and we can be confident in our conclusions." .....
IT’S A TIME TO BE HUMBLE!
Friday, March 9, 2007
Bullshit in science
Science-based bullshit & scientist-spouted bullshit
is still bullshit!
Reference: On Bullshit - Harry G. Frankfurt, 2005
"One of the most salient features of our culture is that there is so much bullshit."
is still bullshit!
Reference: On Bullshit - Harry G. Frankfurt, 2005
"One of the most salient features of our culture is that there is so much bullshit."
Wednesday, February 28, 2007
The elements of human existance
A little bit of truth
A whole lot of bullshit
some lies
and an awful lot of secrecy!
But secrecy is the ally of corruption,
the hiding place of incompetence, bullshitters, sycophants and deceivers
and the birthplace of a lot of bullshit!
A whole lot of bullshit
some lies
and an awful lot of secrecy!
But secrecy is the ally of corruption,
the hiding place of incompetence, bullshitters, sycophants and deceivers
and the birthplace of a lot of bullshit!
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