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Meh. They seem to have a lot on PR and little on concept power. The illusion of success is irrelevant. But hey, we're all tryna be relevant so we can keep our jobs.
Pro
I hear that fosho. I also feel it's about people talking about your work, not so much you. They are making work that's designed to garner attention and so far it's Mischief folks, industry press and their clients that have been posting about the work.
Definitely expect them to hit something good at this rate. They're making work and that's what matters.