> Brands can back out if and when that happens, no need to do it preemptively Risk aversion is about doing or not doing things in _advance_ to avoid an undesir

> Brands can back out if and when that happens, no need to do it preemptively Risk aversion is about doing or not doing things in _advance_ to avoid an undesirable outcome. There are plenty of places for them to advertise at, so it only makes sense to avoid risks on a platform that is (by design!) going through extremely turbulent and chaotic changes. Remember, many of these advertisers have already reached out with specific questions and assurances and got the equivalent of a shrug and a blank stare from the new platform owner. This is already a "reactive" step.