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" ... At first, as word got around about the old switcheroo, hey, okay, cute! By the time former employers figured it out, you were long gone and had transferred the bulk of your book to your new firm. So sue me, you said. Some of your former employers did and you got a surprise about how the regulators and arbitration panels didn't find your self-help measures legal. On the other hand, maybe some of you took the risk and it paid off -- your firm said good riddance and the regulators were clueless. With a lot of firms going under the past few years, it was a more forgiving time but not anymore. You pull this crap of altering customer data these days and you're more apt to wind up in hot water with both your former firm and the regulatory community. ... "
" ... Elevating the Impossible Burger to its current level of admiration comes close to the ultimate perverse switcheroo, which was fashion’s one-time obsession with creating amazingly lifelike dead fake fur. Not fun fur, the stuff that is obviously not trying to imitate a slain skin but is just soft, silly, cuddly and all over the Burlington Coat Factory and Target. No, I mean the lengths to which certain designers, whose life-long veganism I was happy to be respected and laud, to create a four-figure-priced product that is a near-perfect approximation of a garment whose aesthetic is derived by a process they find brutal and repellent. All that skill and effort to duplicitously imitate what you ethically and morally despise. If you hate fur, banish it from your life. ... "
" ... Netflix came in "second" behind Universal/Comcast in the Red Notice bidding war last year, but today's switcheroo couldn't have come at a better time for the streaming giant. As a "to the end of the line" proponent of theatrical moviegoing, I hoped that, as the amount of exploitable IP (that hadn't already been exploited past the point of no return) dwindled, the wheel would eventually turn toward less explicitly IP-driven fare and more toward big movies that featured multiple so-called movie stars in crowd-pleasing high concepts. It made sense at the time. ... "
" ... One assumption that some people keep making is that there will be a magical overnight switcheroo of us driving conventional cars to suddenly having all and only self-driving cars on our roadways. ... "
" ... This is much the same situation as when Paul Macarelli, the “Can you hear me now?” Verizon guy put on a yellow shirt and started doing ads for Sprint. His ads for Verizon, aired from 2002 until 2011, had been extremely successful for the brand given that it was the right message (dropped calls) at the right time (Verizon was expanding its network). And, being cast as the Verizon “Test Man,” gave Macarelli a high degree of authenticity as a spokesperson. In 2016, Sprint, similar to Intel, thought it was a clever marketing tactic to pull a switcheroo, using the same actor who previously spoke for the other side. In my marketing book, this isn’t clever. Clever out of context rarely is. Just as it was with Sprint’s use of Paul Macarelli, Intel’s rationale for using Justin Long in its latest campaign is lost on most viewers. As the Apple guy, he served a meaningful purpose. He was the Apple brand. ... "