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There's an old saw that says "Work is like high school, but with money". Feels appropriate to this story.

More generally, I'm always amazed at how easily managers/founders can get caught up in the game of publicly toying with other companies, with no apparent benefit to their customers.

Another saying comes to mind "real artists ship".

Scroll down to see Seth Priebatsch's comment-

"...You got punked, I understand that’s embarrassing. Roll with it, be happy with the traffic you got and move on..."

Hopefully one of his investors or advisors can step in and help guide him through this otherwise this pissing match won't end well for him.