A typically political and business strategy to lessen public attention of an evolving scandal is to launch a diversion campaign. A well designed counter campaign makes sensational claims about an unrelated issue. It is intended to take the media attention away from the real issue. Any decent public relation department will have several "canned" campaigns ready to launch on a moment's notice. Yesterday a new report proved (again) that Facebook cheats with its advertisement reach data. This explains why advertisements booked on Facebook have much less impact than Facebook claims and the paying customers assume.