Comment by tptacek

It's that and the "let's punch ourselves in the face" aspect of taking a story that you want to minimize, and deciding months later when it has completely blown over to send it aloft in a gigantic fusillade of skyrockets and roman candles. "PLEASE, ENTIRE MAINSTREAM MEDIA, PLEASE REVIVE THIS ABSOLUTELY TOXIC STORY. And if you could, could you maybe mix in a David vs. Goliath element to it this time?"

Having been in the room with PR people during (supposed) crises in the past: every single one of them would tell you not to do what BBB just did here.