> "They had one job: convey the story of how ..." It seems to me that that wasn't actually their job; that their job really was: Convince marketers that they a

> "They had one job: convey the story of how ..." It seems to me that that wasn't actually their job; that their job really was: Convince marketers that they are doing a good job of conveying the story of how J.J. Abrams created... Ceros is "Interactive Content Marketing Software." Whether or not they actually do a good job of marketing "S." is irrelevant; they just need to convince would-be marketers that Ceros did a good job of marketing "S.", and that the marketers should pay for a similar treatment of their own product. When convincing someone that you are doing something well, it helps to actually do it well, but it isn't a prerequisite.