Channel 4 News in Britain has released another piece from its undercover investigation into the clandestine activities of the well-connected British data-gathering firm, Cambridge Analytics (CA). The new clip focuses on the company’s claims that it aided and directed the successful campaign of the right-wing candidate, Donald Trump, in the 2016 American presidential election. That matter aside, just as interesting has been the reaction to the controversy from certain internet “influencers”, notably those operating on YouTube and Twitter. While these personalities have not sprung to the defence of CA, indeed they have been deliberately quite critical of the organisation, they have also floated the idea that what we witnessed in the surreptitious recordings was empty boasting. That is, senior members of Cambridge Analytics exaggerating their role and abilities in order to impress and secure new clients. I have seen this idea expressed by quite a few well-known figures on various platforms and in a surprisingly similar manner. Enough, at least, to make one wonder if the firm’s PR teams have been working overtime on a clever bit of damage limitation?