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M: With things like the Michelin star guide, where they’re a tyre company but they’re doing stuff about restaurants… Or where you’ve got things like Red Bull media which is covering all sorts of things… is that a viable option for someone in one of these “boring industries” to be creating slightly off-topic, slightly tangential content that is in some way related to what they do or the way they brand themselves, in order to share things? C: Yes.