New Gillette add "Toxic Masculinity" is causing quite a stir!

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Comments

  • dankinddankind Posts: 20,839
    Lizard said:
    I don't get the outrage but damn the Breitbart shit makes me feel gross.  I only read it when there is a link on the boards to find out what the reference is and it is so disgusting.

    P.S.  My husband doesn't get the outrage either.
    So you save all your outrage for us, then, Lizard?

    :tongue:
    I SAW PEARL JAM
  • Go BeaversGo Beavers Posts: 9,085
    My take away is that a lot of people on the right cling to outdated gender roles. They blame most societal ills on the “breakdown” of the nuclear family and support this by looking at correlations and calling them causations. When gender roles are rigid and formed around past myths, it eases anxiety about a changing society. And if you guys haven’t heard, us men are under attack. It’s a reason why they go after feminisim and transgendered people because those things  move us forward and away from the past and status quo. The commercial was seen as an attack on men
  • HughFreakingDillonHughFreakingDillon Posts: 36,976
    edited January 2019
    My take away is that a lot of people on the right cling to outdated gender roles. They blame most societal ills on the “breakdown” of the nuclear family and support this by looking at correlations and calling them causations. When gender roles are rigid and formed around past myths, it eases anxiety about a changing society. And if you guys haven’t heard, us men are under attack. It’s a reason why they go after feminisim and transgendered people because those things  move us forward and away from the past and status quo. The commercial was seen as an attack on men
    it's the tired old "replace men in that commercial with any other group and tell me it's not prejudicial". Like complaining about black history month and wanting a white history month. 

    when I start hearing parents say "girls will be girls" to excuse shitty behaviour in their daughters, then fine, have your commercial with women. 
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • mrussel1mrussel1 Posts: 29,675
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
  • mrussel1 said:
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
    I posted a Breitbart article and only people that were up in arms were in the comments section.

    Post some articles please.
  • mrussel1mrussel1 Posts: 29,675
    mrussel1 said:
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
    I posted a Breitbart article and only people that were up in arms were in the comments section.

    Post some articles please.
    https://www.theamericanconservative.com/articles/the-mud-on-gillettes-face/

    https://www.redstate.com/streiff/2019/01/16/gillette-trashes-masculinity.-harrys-razors-says-hold-beer

    https://www.nationalreview.com/2019/01/gillette-commercial-toxic-masculinity-debate/
  • AnnafalkAnnafalk Posts: 4,004
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    If this commercial gives inspiration and makes people behave better towards each other, then I think it’s a very good commercial. 
  • Why is this even called a" "Gillette Ad?" At no point in it do they advertise a Gillette product. 
    2000: Camden 1, 2003: Philly, State College, Camden 1, MSG 2, Hershey, 2004: Reading, 2005: Philly, 2006: Camden 1, 2, East Rutherford 1, 2007: Lollapalooza, 2008: Camden 1, Washington D.C., MSG 1, 2, 2009: Philly 1, 2, 3, 4, 2010: Bristol, MSG 2, 2011: PJ20 1, 2, 2012: Made In America, 2013: Brooklyn 2, Philly 2, 2014: Denver, 2015: Global Citizen Festival, 2016: Philly 2, Fenway 1, 2018: Fenway 1, 2, 2021: Sea. Hear. Now. 2022: Camden, 2024Philly 2

    Pearl Jam bootlegs:
    http://wegotshit.blogspot.com
  • it's an advertisement by gillette. 
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    2000: Camden 1, 2003: Philly, State College, Camden 1, MSG 2, Hershey, 2004: Reading, 2005: Philly, 2006: Camden 1, 2, East Rutherford 1, 2007: Lollapalooza, 2008: Camden 1, Washington D.C., MSG 1, 2, 2009: Philly 1, 2, 3, 4, 2010: Bristol, MSG 2, 2011: PJ20 1, 2, 2012: Made In America, 2013: Brooklyn 2, Philly 2, 2014: Denver, 2015: Global Citizen Festival, 2016: Philly 2, Fenway 1, 2018: Fenway 1, 2, 2021: Sea. Hear. Now. 2022: Camden, 2024Philly 2

    Pearl Jam bootlegs:
    http://wegotshit.blogspot.com
  • it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • mrussel1mrussel1 Posts: 29,675
    it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    Yeah, and they use their motto throughout.  And men looking closely at their face in the mirror has an implication to shaving.  
  • it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    The video has 852K dislikes vs. 438K likes on YouTube. I don't know how well that's going to build Gillette's brand. 
    2000: Camden 1, 2003: Philly, State College, Camden 1, MSG 2, Hershey, 2004: Reading, 2005: Philly, 2006: Camden 1, 2, East Rutherford 1, 2007: Lollapalooza, 2008: Camden 1, Washington D.C., MSG 1, 2, 2009: Philly 1, 2, 3, 4, 2010: Bristol, MSG 2, 2011: PJ20 1, 2, 2012: Made In America, 2013: Brooklyn 2, Philly 2, 2014: Denver, 2015: Global Citizen Festival, 2016: Philly 2, Fenway 1, 2018: Fenway 1, 2, 2021: Sea. Hear. Now. 2022: Camden, 2024Philly 2

    Pearl Jam bootlegs:
    http://wegotshit.blogspot.com
  • HughFreakingDillonHughFreakingDillon Posts: 36,976
    edited January 2019
    it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    The video has 852K dislikes vs. 438K likes on YouTube. I don't know how well that's going to build Gillette's brand. 
    well, apparently there was a huge backlash against nike for using kaepernick. yet, their profits soared after that commercial aired. I don't think online likes or dislikes is a good indicator of true public perception. 

    I'm also not positing that it will be successful branding. Just that that's what it is: branding. 
    Post edited by HughFreakingDillon on
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • mrussel1 said:
    mrussel1 said:
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
    I posted a Breitbart article and only people that were up in arms were in the comments section.

    Post some articles please.
    https://www.theamericanconservative.com/articles/the-mud-on-gillettes-face/

    https://www.redstate.com/streiff/2019/01/16/gillette-trashes-masculinity.-harrys-razors-says-hold-beer

    https://www.nationalreview.com/2019/01/gillette-commercial-toxic-masculinity-debate/
    First article not bad.

    2nd article was horrible.

    3rd article not so bad either.

    First and third bring up interesting points about what else a man should do so they aren't that bad but that second one is pure trash.
  • I am actually glad to see the participation in this thread.
  • it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    The video has 852K dislikes vs. 438K likes on YouTube. I don't know how well that's going to build Gillette's brand. 
    well, apparently there was a huge backlash against nike for using kaepernick. yet, their profits soared after that commercial aired. I don't think online likes or dislikes is a good indicator of true public perception. 

    I'm also not positing that it will be successful branding. Just that that's what it is: branding. 
    I think the Kaepernick/Nike thing is a little different but I'm not passionate enough about any of this to continue debating. Nothing in that video applies to me anyway. 
    2000: Camden 1, 2003: Philly, State College, Camden 1, MSG 2, Hershey, 2004: Reading, 2005: Philly, 2006: Camden 1, 2, East Rutherford 1, 2007: Lollapalooza, 2008: Camden 1, Washington D.C., MSG 1, 2, 2009: Philly 1, 2, 3, 4, 2010: Bristol, MSG 2, 2011: PJ20 1, 2, 2012: Made In America, 2013: Brooklyn 2, Philly 2, 2014: Denver, 2015: Global Citizen Festival, 2016: Philly 2, Fenway 1, 2018: Fenway 1, 2, 2021: Sea. Hear. Now. 2022: Camden, 2024Philly 2

    Pearl Jam bootlegs:
    http://wegotshit.blogspot.com
  • mrussel1mrussel1 Posts: 29,675
    mrussel1 said:
    mrussel1 said:
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
    I posted a Breitbart article and only people that were up in arms were in the comments section.

    Post some articles please.
    https://www.theamericanconservative.com/articles/the-mud-on-gillettes-face/

    https://www.redstate.com/streiff/2019/01/16/gillette-trashes-masculinity.-harrys-razors-says-hold-beer

    https://www.nationalreview.com/2019/01/gillette-commercial-toxic-masculinity-debate/
    First article not bad.

    2nd article was horrible.

    3rd article not so bad either.

    First and third bring up interesting points about what else a man should do so they aren't that bad but that second one is pure trash.
    Listen, I read more right wing articles than I do left wing.  Many of them are very thoughtful.  The NRO and Amcon are way more thoughtful than the trash that Huffington Post publishes.  I just disagree with most of the ones on the right.  My point is/was that the conservatives have absolutely made this a cultural touchstone.  Read this one from Reason, it's the one that fits best with my worldview.  Reason is a true libertarian rag and I agree with about 50% of what gets published there.  But this is a good read. I posted it earlier in this thread I believe. 

    http://reason.com/blog/2019/01/15/gillette-ad-toxic-masculinity-men-me-too


  • mrussel1mrussel1 Posts: 29,675
    This opening quote is the best and so true " But since modern cultural discourse involves two constantly outraged tribes careening wildly from one controversy to the next, this perfectly inoffensive message has somehow been rendered bad by team red."
  • "braided underarm hair genders studies crowd". LOL
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • PJPOWERPJPOWER Posts: 6,499
    edited January 2019
    I, for one, as a male prefer this add by a watch company in response:
    https://youtu.be/x_HL0wiK4Zc
    And no, I am not “outraged” by the Gillette one, but this one definitely resonates more with me.
  • cincybearcatcincybearcat Posts: 16,445
    PJPOWER said:
    I, for one, as a male prefer this add by a watch company in response:
    https://youtu.be/x_HL0wiK4Zc
    And no, I am not “outraged” by the Gillette one, but this one definitely resonates more with me.
    Kinda a weird ad mixing the statistics they do with seeing the good in men. Men are good because they kill themselves more often? Get hurt at work more often? 

    Didnt make a lot if sense to me. But not s big deal. Nice to have a conversation going. 

    But it it is possible to see and recognize the good while pointing out the reality of the world today.
    hippiemom = goodness
  • PJPOWER said:
    I, for one, as a male prefer this add by a watch company in response:
    https://youtu.be/x_HL0wiK4Zc
    And no, I am not “outraged” by the Gillette one, but this one definitely resonates more with me.
    Kinda a weird ad mixing the statistics they do with seeing the good in men. Men are good because they kill themselves more often? Get hurt at work more often? 

    Didnt make a lot if sense to me. But not s big deal. Nice to have a conversation going. 

    But it it is possible to see and recognize the good while pointing out the reality of the world today.
    yeah, that was a bit odd. I think the point of it was that men are victims. 
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • oftenreadingoftenreading Posts: 12,845
    it's an advertisement by gillette. 
    No it's not. An advertisement serves notice of a product or service. This is a short propaganda film. And that's not a bad thing. "Propaganda" usually has a negative connotation but it really means to promote a particular point of view. That's what this video does. It doesn't advertise anything. 
    ads also serve another purpose: building your brand. which is exactly what this does. 
    The video has 852K dislikes vs. 438K likes on YouTube. I don't know how well that's going to build Gillette's brand. 
    I expect Gillette will come out of this ahead, but it is a little different than with Nike. After all, hipster men don’t necessarily shave, so their brand support may be less significant ;)
     
    my small self... like a book amongst the many on a shelf
  • PJPOWERPJPOWER Posts: 6,499
    PJPOWER said:
    I, for one, as a male prefer this add by a watch company in response:
    https://youtu.be/x_HL0wiK4Zc
    And no, I am not “outraged” by the Gillette one, but this one definitely resonates more with me.
    Kinda a weird ad mixing the statistics they do with seeing the good in men. Men are good because they kill themselves more often? Get hurt at work more often? 

    Didnt make a lot if sense to me. But not s big deal. Nice to have a conversation going. 

    But it it is possible to see and recognize the good while pointing out the reality of the world today.
    Took it to mean that men are also victims of society and have sacrificed immensely, and are not just the victimizer bigots and bullies that the Gillette ad eludes to.  It asks the question “What is a man?” as approsed to “Why don’t men do more?”.  Not that either ad is “bad”, just saying that the second resonates more with me as a potential customer.
  • mrussel1 said:
    This opening quote is the best and so true " But since modern cultural discourse involves two constantly outraged tribes careening wildly from one controversy to the next, this perfectly inoffensive message has somehow been rendered bad by team red."
    GREAT quote!
  • LizardLizard Posts: 12,091
    dankind said:
    Lizard said:
    I don't get the outrage but damn the Breitbart shit makes me feel gross.  I only read it when there is a link on the boards to find out what the reference is and it is so disgusting.

    P.S.  My husband doesn't get the outrage either.
    So you save all your outrage for us, then, Lizard?

    :tongue:
    HELL YES... you'se guys.
    So I'll just lie down and wait for the dream
    Where I'm not ugly and you're lookin' at me
  • mrussel1 said:
    This opening quote is the best and so true " But since modern cultural discourse involves two constantly outraged tribes careening wildly from one controversy to the next, this perfectly inoffensive message has somehow been rendered bad by team red."
    this is something I've been saying for some time. I'm getting so exhausted from all of the outrage, and people getting outraged over the outrage, and people getting outraged over the outrage over the outrage, calling the other "team's" outrage "fake" or "faux" just because it doesn't align with your outrage, etc. 

    I'm tired. 
    new album "Cigarettes" out Spring 2025!

    www.headstonesband.com




  • mrussel1 said:
    mrussel1 said:
    mrussel1 said:
    Smellyman said:
    Gillette Engaged in Deceptive Made in USA Marketing According to Ad Watchdog TINA.org

    https://globenewswire.com/news-release/2018/01/23/1299266/0/en/Gillette-Engaged-in-Deceptive-Made-in-USA-Marketing-According-to-Ad-Watchdog-TINA-org.html

    Profits good.  Locating in countries and paying decent wages bad.
    why does everything have to turn into raking everyone over the coals? I don't give a shit, in this discussion, what gillette does or doesn't do. it's a good message. is it marketing? of course, but that doesn't take away from the message it sends and how it may inspire people. 
    But Nike, but Apple, but Hilary's emails, but Trumps collusion...

    I understand @HughFreakingDillon but we are on the 2nd page so it's about time for this thread to take a shit south now, lol.

    I know of one person that had an issue and publicly posted it.  Anyone else see any real outrage besides am anonymous comment or twitter post?
    which is weird.  Anecdotally I don't know anybody with an issue with the ad, but it has way more dislikes than likes on youtube and all other social media.  Are the right wing/russian bots doing this or are there that many deplorables and I just don't know any?
    Who knows what "people" think, but I can tell you the right wing opinion sites were very up in arms about the whole damn thing.  
    I posted a Breitbart article and only people that were up in arms were in the comments section.

    Post some articles please.
    https://www.theamericanconservative.com/articles/the-mud-on-gillettes-face/

    https://www.redstate.com/streiff/2019/01/16/gillette-trashes-masculinity.-harrys-razors-says-hold-beer

    https://www.nationalreview.com/2019/01/gillette-commercial-toxic-masculinity-debate/
    First article not bad.

    2nd article was horrible.

    3rd article not so bad either.

    First and third bring up interesting points about what else a man should do so they aren't that bad but that second one is pure trash.
    Listen, I read more right wing articles than I do left wing.  Many of them are very thoughtful.  The NRO and Amcon are way more thoughtful than the trash that Huffington Post publishes.  I just disagree with most of the ones on the right.  My point is/was that the conservatives have absolutely made this a cultural touchstone.  Read this one from Reason, it's the one that fits best with my worldview.  Reason is a true libertarian rag and I agree with about 50% of what gets published there.  But this is a good read. I posted it earlier in this thread I believe. 

    http://reason.com/blog/2019/01/15/gillette-ad-toxic-masculinity-men-me-too


    @mrussel1 Good article.
  • mrussel1 said:
    This opening quote is the best and so true " But since modern cultural discourse involves two constantly outraged tribes careening wildly from one controversy to the next, this perfectly inoffensive message has somehow been rendered bad by team red."
    this is something I've been saying for some time. I'm getting so exhausted from all of the outrage, and people getting outraged over the outrage, and people getting outraged over the outrage over the outrage, calling the other "team's" outrage "fake" or "faux" just because it doesn't align with your outrage, etc. 

    I'm tired. 
    lol,  you'd better take a break from AMT then.  I do every now and again when it gets to be too much!
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