A PR firm that uses mastery of the technical rules and norms of Wikipedia to shape WP coverage of its clients. This is an evolutionary step beyond WP astroturfing efforts that have been reported in the past, which mainly consisted of flacks deleting criticism and inserting PR copy. (Hilarious moment in WP history: when the entire IP range of Congressional offices was blocked from editing.)
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Yes I think poisoning the well is hilarious. Good of you to ask.