Mistakes online move faster than the people who made them. A decision announced at lunchtime can be a national argument by dinner, with screenshots of the first post travelling further than any correction. Three things decide how it ends. The first is how quickly the brand works out what people are actually objecting to, which is often different from what they are shouting about. The second is whether it changes the thing itself or only the words around it. The third is who has the authority to decide, and whether that person can be reached on a Sunday.
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