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Its mistake is not to lie, but to proclaim that it will lie, for its very honesty undermines the value of its deceit.
They proclaim that it will do to radio what cable did to television in the 1980's.
What the company is quite happy to do is proclaim that it will be different, that it will be run on the basis of "Don't be evil," as the founders, Larry Page and Sergey Brin, explained in the Playboy interview.
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Given the United States' decades-long commitment to South Korea's defense, it's also not necessary for Washington to keep proclaiming that it will defend its ally.
The drumbeat of hatred and suspicion has gotten so loud in Egypt that the British grocery chain Sainsbury's has posted signs in its windows proclaiming that it will do nothing to help Israel "financially or politically".
Now, the USTR has taken its most extreme step to date by proclaiming that it will block the reappointment of the South Korean judge Seung Wha Chang.
A pro-Trump group calling itself "the Lion Guard" has proclaimed that it will be monitoring the online activity of anyone who plans to protest at Trump rallies with the aim of "shutting them down".
Even worse, the Salazar Amendment is utterly toothless, simply proclaiming that it will establish various things "as United States policy" without including any measures that would actually force the president to change course in any regard.
Having successfully turned to confront the threat of the Internet in December 1995, the surprisingly agile software maker pirouetted once again last summer, this time proclaiming that it will build a computer operating system directly into the fabric of the Internet.
And Google.org, the philanthropic arm of the Internet search company, has proclaimed that it will invest in both nonprofit and for-profit ventures — raising the question, What's the difference?
While Tesla proclaims that it will have autonomous vehicles commercially available by 2018, BMW is planning for 2021.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com