Truth be told, Twitter was all a-flutter about the campaign, which also earned the Gawker treatment.

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Hence the flutter of speculation about Mr Karmazin's future, not least by investors keen to eliminate the share-price discount that the uncertainty periodically creates.

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Every rule you learned about the true stuff of business--growth, operations and profit--begins to dip and flutter like a knuckleball when YourWorstNightmare.com walks onto the field.

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