It isn't just the ability to change a message subtly and play both sides, it is the ability to deploy that at scale to highly siloed and divided audiences. This

It isn't just the ability to change a message subtly and play both sides, it is the ability to deploy that at scale to highly siloed and divided audiences. This happens to be a known tactic of Russian active measures btw. We've seen the impact of that politically, but I worry what will come during an actual large-scale military conflict when the battlefield very much becomes digital and attempting to subvert civilians to the cause.