Why Video Games Are Released on Tuesdays

<!DOCTYPE html> <html lang="en-US"> <head> <title>Why Video Games Are Released on Tuesdays - Business Insider</title> <meta charset="UTF-8"> <meta name="viewport" content="width=device-width, initial-scale=1" > <meta name="title" content="The Weird Reason Why Video Games Are Released On Tuesdays" > <meta name="datePublished" content="2014-11-12T00:22:00Z" > <meta name="dateModified" content="2014-11-12T00:41:25Z" > <meta name="news_keywords" content="Tech, Entertainment" > <meta name="description" content="When it was time for a "Sonic" sequel, Sega knew it needed to do more than just release the game." > <meta property="author" content="Karyne Levy" > <meta property="article:publisher" content="businessinsider" > <meta name="tbi-vertical" content="Tech" > <meta property="og:title" content="The Weird Reason Why Video Games Are Released On Tuesdays" > <meta property="og:description" content="When it was time for a "Sonic" sequel, Sega knew it needed to do more than just release the 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Levy","sameAs":"https://www.businessinsider.com/author/karyne-levy"},"publisher":{"@context":"http://schema.org","@type":"Organization","name":"Business Insider","legalName":"Insider Inc.","foundingDate":"2007","url":"www.businessinsider.com","sameAs":["https://www.instagram.com/businessinsider","https://www.twitter.com/businessinsider","https://www.facebook.com/businessinsider","https://www.linkedin.com/company/businessinsider","https://www.youtube.com/@BusinessInsider"],"founder":{"@type":"Person","name":"Henry Blodget"},"logo":{"@type":"ImageObject","url":"https://www.businessinsider.com/public/assets/logos/structured-data.png"}},"headline":"Why Video Games Are Released On Tuesdays","alternativeHeadline":"The Weird Reason Why Video Games Are Released On Tuesdays","image":{"@type":"ImageObject","url":"https://i.insider.com/54629e1cecad04a366dc66db?width=512&format=jpeg","width":512,"height":384},"name":"The Weird Reason Why Video Games Are Released On Tuesdays","datePublished":"2014-11-12T00:22:00Z","dateModified":"2014-11-12T00:41:25Z","description":"When it was time for a \"Sonic\" sequel, Sega knew it needed to do more than just release the game.","keywords":"","articleBody":"It wasn't easy being Sega in the 1980s and '90s. It had to compete with one of the best-known companies on the planet, Nintendo, which was responsible for bringing back the video game market from the dead.But Sega had some tricks up its sleeve. Namely, releasing a 16-bit console, the Genesis, before Nintendo could release its version, the Super Nintendo.Sega also had an amazing idea for how to hype up the sequel to its biggest game. The original \"Sonic the Hedgehog\" was released in 1991, and was an instant hit. When it was time for the sequel, which introduced Sonic's sidekick Tails to the world, Sega knew it needed to do more than just release the game. It needed to make an impact.In the book \"Console Wars: Sega, Nintendo, and the Battle That Defined a Generation,\" which is based on more than 200 interviews with former Sega and Nintendo employees, Blake Harris describes how Sega's crack marketing team of Al Nilsen and Madeline Schroeder decided to celebrate the launch. They needed something \"Sonic-worthy.\" \"We're going to start in Japan, move to Europe, and then end in the US,\" said Sega marketing director Nilsen to Schroeder, who was the project manager of \"Sonic the Hedgehog.\"\"No trucks, no boats: everything will be delivered by plane exactly one day before. ... we're going to have the world's first global launch, and in the process we're going to break every single sales record,\" said Nilsen.They kicked around a couple ideas about what day the global launch should be, and that's when Nilsen came up with an idea that possibly changed the way games were released and marketed ever after.\"No, it should be Tuesday, and we'll call it Sonic 2sday,\" he said. Sonic 2sday landed on Nov. 24, 1992. Before then, video game release dates were all over the place, and retailers just got them when they got them. But Sonic 2sday implemented a method to the madness. Harris writes:... the idea of a coordinated worldwide release might have seemed interesting but irrelevant. But the point of the global launch wasn't to dazzle with concept; the point was that the concept created connection. Normally, with games released at different stores on different days, customers couldn't help but feel like these things sort of fell out of thin air. But to know the exact date that something would be arriving, to have it circled on the calendar ahead of time, gave the gift of anticipation....It was a marketing ploy, yes, but it worked in the same self-fulfilling way as a blockbuster film did. They're not called \"blockbusters\" just because of their budgets; rather, it's because of the event-like, don't-be-left-out way that they are marketed, which makes people rush to the theater for the opening weekend, which then makes more people rush to the theater when they hear how big that opening weekend was. The art of the blockbuster is that it popularizes something before it even exists, and though Sonic 2 was still months away from completion, Sonic 2sday gave [former Sega North America CEO Tom Kalinske] and company an opportunity to unleash the biggest blockbuster the videogame world had ever seen.Releasing games on Tuesday is now the industry standard in the US, all thanks to a little video game punnery. But it's not the only industry to do so. Although they don't have Sonic 2sday to thank, most CD and DVD releases also happen on Tuesdays.","articleSection":"Tech, Entertainment","isAccessibleForFree":false,"hasPart":[{"@type":"WebPageElement","isAccessibleForFree":false,"cssSelector":".content-lock-content"}]} </script> <script type="application/ld+json"> {"@context":"http://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://www.businessinsider.com/","name":"Business Insider"}},{"@type":"ListItem","position":2,"item":{"@id":"https://www.businessinsider.com/tech","name":"Tech"}},{"@type":"ListItem","position":3,"item":{"@id":"https://www.businessinsider.com/entertainment","name":"Entertainment"}},{"@type":"ListItem","position":4,"item":{"@id":"https://www.businessinsider.com/why-video-games-are-released-on-tuesdays-2014-11","name":"The Weird Reason Why Video Games Are Released On Tuesdays"}}]} </script> <script>window.allScripts = window.allScripts || []; 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<div class="col-12"> <article class=""> <section class="post-headline-wrapper " id="post-headline" > <div class="post-meta"> <div class="post-overline label-sm strong is-legacy" data-component-type="post-overline" data-load-strategy="exclude" > <span class="breadcrumbs-wrapper caps "> <a href="/tech" class="breadcrumb breadcrumbs-no-spacer" data-track-click="{"product_field":"Tech","element_name":"breadcrumbs","event":"navigation"}"> Tech </a> </span></div> </div> <h1 class="post-headline ">The Weird Reason Why Video Games Are Released On Tuesdays</h1> </section> <section class="byline-wrapper " data-interaction-trigger="legacy-share,save-article,read-in-app-button" > <div class="byline " data-e2e-name="byline" > <div class="byline-content" data-e2e-name="byline-content" > <div class="byline-row"> <div class="byline-author-container"> <div class="byline-author headline-regular"> <span class="" data-e2e-name="Karyne Levy" > <a class="byline-link byline-author-name" 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an Insider</a> and start reading now.</span> <span class="headline-regular login-prompt">Have an account? <button class="login-prompt-btn">Log in</button>.</span> </div> <div> <section class="post-content typography " data-track-content="" data-post-type="post" > <div id="piano-inline-content-wrapper" data-piano-inline-content-wrapper data-user-status="anonymous" > <div data-component-type="content-lock" data-load-strategy="exclude"> <div class="content-lock-content"> <figure class="figure image-figure-image image-figure-float-right float-md-right " data-type="img" data-e2e-name="image-figure-image" data-media-container="image" itemscope="" itemtype="https://schema.org/ImageObject"> <div class="lazy-holder " style="padding-top: calc(100% * 387 / 517)"> <meta itemprop="contentUrl" content="https://i.insider.com/54629d3decad04965fdc66dd"> <img class="lazy-image " src="data:image/svg+xml,%3C%3Fxml version='1.0' encoding='UTF-8'%3F%3E%3Csvg xmlns='http://www.w3.org/2000/svg' width='1' height='1'/%3E" data-content-type="image/png" data-srcs="{"https://i.insider.com/54629d3decad04965fdc66dd":{"contentType":"image/png","aspectRatioW":517,"aspectRatioH":387}}" alt="Sonic the Hedgehog 2"> </div> <span class="image-source-only "> <span class="image-source headline-regular" data-e2e-name="image-source" itemprop="creditText"> YouTube </span> </span> </figure><p> It wasn't easy being Sega in the 1980s and '90s. It had to compete with one of the best-known companies on the planet, Nintendo, which was responsible for bringing back the video game market from the dead.</p><p>But Sega had some tricks up its sleeve. Namely, releasing a 16-bit console, the Genesis, before Nintendo could release its version, the Super Nintendo.</p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-1" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-1/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-1" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-1/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-1","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-not-lazy="" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><p>Sega also had an amazing idea for how to hype up the sequel to its biggest game. </p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-2" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-2/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-2" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-2/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-2","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><p><span style="line-height: 1.5em;">The original "Sonic the Hedgehog" was released in 1991, and was an instant hit. When it was time for the sequel, which introduced Sonic's sidekick Tails to the world, Sega knew it needed to do more than just release the game. It needed to make an impact.</span></p><p>In the book <a href="https://affiliate.insider.com/?amazonTrackingID=biauto-47078-20&h=cb62919b86ee32862b25673e134e697d303832876c3c976bd3c2e90511acc3cd&platform=browser&postID=546275eaeab8ea0e0abca63c&postSlug=why-video-games-are-released-on-tuesdays-2014-11&site=bi&u=https%3A%2F%2Fwww.amazon.com%2FConsole-Wars-Nintendo-Defined-Generation%2Fdp%2F0062276697" data-analytics-product-module="body_link" rel="nofollow sponsored noindex" data-am-orig-url="https://affiliate.insider.com/?h=cb62919b86ee32862b25673e134e697d303832876c3c976bd3c2e90511acc3cd&u=https%3A%2F%2Fwww.amazon.com%2FConsole-Wars-Nintendo-Defined-Generation%2Fdp%2F0062276697">"Console Wars: Sega, Nintendo, and the Battle That Defined a Generation,"</a> which is based on more than 200 interviews with former Sega and Nintendo employees, Blake Harris describes how Sega's crack marketing team of Al Nilsen and Madeline Schroeder decided to celebrate the launch. </p><p>They needed something "Sonic-worthy." </p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-3" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-3/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-3" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-3/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-3","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><figure class="figure image-figure-image " data-type="img" data-e2e-name="image-figure-image" data-media-container="image" itemscope="" itemtype="https://schema.org/ImageObject"> <div class="lazy-holder " style="padding-top: calc(100% * 444 / 799)"> <meta itemprop="contentUrl" content="https://i.insider.com/54629dec6bb3f74c49dc66e2"> <img class="lazy-image " src="data:image/svg+xml,%3C%3Fxml version='1.0' encoding='UTF-8'%3F%3E%3Csvg xmlns='http://www.w3.org/2000/svg' width='1' height='1'/%3E" data-content-type="image/gif" data-srcs="{"https://i.insider.com/54629dec6bb3f74c49dc66e2":{"contentType":"image/gif","aspectRatioW":799,"aspectRatioH":444}}" alt="sonic gif"> </div> <span class="image-source-only "> <span class="image-source headline-regular" data-e2e-name="image-source" itemprop="creditText"> YouTube </span> </span> </figure><p>"We're going to start in Japan, move to Europe, and then end in the US," said Sega marketing director Nilsen to Schroeder, who was the project manager of "Sonic the Hedgehog."</p><p>"No trucks, no boats: everything will be delivered by plane exactly one day before. ... we're going to have the world's first global launch, and in the process we're going to break every single sales record," said Nilsen.</p><p>They kicked around a couple ideas about what day the global launch should be, and that's when Nilsen came up with an idea that possibly changed the way games were released and marketed ever after.</p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-4" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-4-plus/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-4" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-4-plus/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-4-plus","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><p>"No, it should be Tuesday, and we'll call it Sonic 2sday," he said. </p><p>Sonic 2sday landed on Nov. 24, 1992. Before then, video game release dates were all over the place, and retailers just got them when they got them. But Sonic 2sday implemented a method to the madness. </p><p>Harris writes:</p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-5" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-4-plus/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-5" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-4-plus/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-4-plus","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><p style="padding-left: 30px;">... the idea of a coordinated worldwide release might have seemed interesting but irrelevant. But the point of the global launch wasn't to dazzle with concept; the point was that the concept created connection. </p><p style="padding-left: 30px;">Normally, with games released at different stores on different days, customers couldn't help but feel like these things sort of fell out of thin air. But to know the exact date that something would be arriving, to have it circled on the calendar ahead of time, gave the gift of anticipation.</p><p style="padding-left: 30px;">...</p><div class="in-post-sticky only-desktop"><div class="ad-callout-wrapper ad-label headline-medium only-desktop"> <div data-bi-ad="" id="gpt-post-tech-desktop_in_post_ad-desktop-fluid-6" class="ad ad-wrapper fluid in-post only-desktop" data-force="" data-type="ad" data-adunit="businessinsider.desktop/post/in-content-4-plus/tech" data-secvert="entertainment" data-tag="sega,sonic-the-hedgehog" data-authors="karyne-levy" data-region="Desktop In Post Ad" data-responsive="[{"browserLimit":[728,0],"slotSize":[[300,250],"fluid"]},{"browserLimit":[1260,0],"slotSize":[[728,90],[300,250],[800,480],[600,480],"fluid"]}]" data-tile-order="tile-6" data-url="/why-video-games-are-released-on-tuesdays-2014-11" data-template="default" data-targeting="{"adunit":"businessinsider.desktop/post/in-content-4-plus/tech","region":"Desktop In Post Ad","tag":"sega,sonic-the-hedgehog","template":"default","dvp_spos":"in-content-4-plus","rawvert":""}" data-amazontamsizes="[[728,90],[300,250]]" data-enable-ad-refresher="true" data-refresh-count="0"></div> </div></div><p style="padding-left: 30px;">It was a marketing ploy, yes, but it worked in the same self-fulfilling way as a blockbuster film did. They're not called "blockbusters" just because of their budgets; rather, it's because of the event-like, don't-be-left-out way that they are marketed, which makes people rush to the theater for the opening weekend, which then makes more people rush to the theater when they hear how big that opening weekend was. The art of the blockbuster is that it popularizes something before it even exists, and though Sonic 2 was still months away from completion, Sonic 2sday gave [former Sega North America CEO Tom Kalinske] and company an opportunity to unleash the biggest blockbuster the videogame world had ever seen.</p><p>Releasing games on Tuesday is now the industry standard in the US, all thanks to a little video game punnery. But it's not the only industry to do so. Although they don't have Sonic 2sday to thank, most CD and DVD releases also happen on Tuesdays. </p> </div> </div> </div> </section> </div> <section class="post-content-more"> <section class="dad-related-posts-component at-post-bottom related-posts standard" data-component-type="dad-related-posts" data-delay-third-party-scripts="true" data-size="4" data-container-index="" data-included-verticals="tech" data-placement="post-bottom" data-excluded-verticals="bi-video" data-root-margin="250px 0px" data-track-view="{"element_name":"end_of_article_recirc","product_field":"bi_value_unassigned","subscription_experience":"bi_value_unassigned"}" > <div class="content-recommendations-title-container"> <h2 class="content-recommendations-title display-xs ignore-typography"> Read next </h2> </div> <div class="dad-related-posts-container"></div> </section> <div class="inline-newsletter-signup headline-regular loading insider-today" id="formContainer" data-component-type="inline-newsletter-module" data-event-label="insider_today" data-newsletter-id="1" data-newsletter-title="Business Insider Today" data-acq-source="techinlinesignup" data-track-view={"subscription_experience":"bi_value_unassigned","product_field":"bi_value_unassigned","element_name":"inline_newsletter"} > <section class="inline-newsletter-content"> <div class="inline-newsletter-insider-today-header"> <div> <div class="inline-newsletter-logo-tag"> <div class="inline-newsletter-logo"> <div class="lazy-holder lazy-holder has-transparency" style="padding-top: calc(100% * 24 / 318)" > <img class="lazy-image has-transparency" src="data:image/svg+xml,%3Csvg xmlns='http://www.w3.org/2000/svg' viewBox='0 0 1 1'%3E%3C/svg%3E" data-src='/public/assets/BI/US/logos/newsletters/business-insider-today.svg' alt="Business Insider Today" /> <noscript> <img class="no-script" src="/public/assets/BI/US/logos/newsletters/business-insider-today.svg" /> </noscript> </div> </div> </div> <div class="newsletter-signup-header" id="signUpHeader" > Get the inside scoop on today's big stories<span class="homepage-newsletter-description-desktop"> - delivered daily</span>. </div> </div> </div> <div class="js-loader hidden"><svg class="svg-icon " version="1.1" xmlns="http://www.w3.org/2000/svg" role="img" width="50" height="50" viewBox="0 0 50 50" style="enable-background:new 0 0 50 50;" xml:space="preserve"> <path fill="#0a0a0a" d="M43.935,25.145c0-10.318-8.364-18.683-18.683-18.683c-10.318,0-18.683,8.365-18.683,18.683h4.068c0-8.071,6.543-14.615,14.615-14.615c8.072,0,14.615,6.543,14.615,14.615H43.935z"> <animateTransform attributeType="xml" attributeName="transform" type="rotate" from="0 25 25" to="360 25 25" dur="0.6s" repeatCount="indefinite"/> </path> </svg></div> <div class="error-request-message headline-regular hidden"></div> <div class="success-container__desktop d-none"> <div class="success-message-container"> <div class="success-message headline-semibold"> Thanks for signing up! </div> <div class="success-sub-message headline-semibold">Look out for your first newsletter with today's big story in your inbox soon.</div> </div> </div> <div class="success-container__mobile d-none"> <div class="success-message headline-semibold">Thanks for signing up!</div> <div class="success-sub-message headline-regular"> Access your favorite topics in a personalized feed while you're on the go. <button class="rounded-button headline-semibold blue-button download" type="blue" > Download the app </button> </div> </div> <div id="account-creation-component" data-element-name="inline_newsletter" data-load-markup="inline-newsletter-module/account-creation/template"> </div> <form id="emailCapture" action="javascript:void(0);" method="POST" novalidate > <div class="flex-parent"> <div class="user-input-container"> <label id="focusedLabel" class="headline-regular" for="newsletter-module-email" >Email address</label> <input class="headline-regular" type="email" autocapitalize="off" name="newsletter-module-email" id="newsletter-module-input" placeholder="Enter your email" autocomplete="email" required="required" /> </div> <div class="submit-container headline-semibold"> <button class="rounded-button headline-semibold blue-button inline-newsletter-submit" type="blue" > Sign up </button> </div> </div> <div class="mobile-error-msg error-msg hidden headline-regular"></div> <div class="desktop-error-msg error-msg hidden headline-regular"></div> <div class="sign-up-tos headline-regular" id="nlTos" > By clicking “Sign Up”, you agree to receive emails from Business Insider. 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