WEBVTT
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Well, another week and another batch of Epstein files for everyone to scour.
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I have to highlight one of those stories.
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Not that I like spending a lot of time in the Epstein files, but I like looking at the responses because there are so many things that we can learn about crisis response.
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This week on the PR breakdown, Peter Atia, a credibility crisis in real time.
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Who is Peter Atia?
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He is a longevity doctor.
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He has a membership where you can pay$19 a month.
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He graduated from Stanford University School of Medicine in 2001.
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He also studied general surgery at Johns Hopkins Hospital.
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So there is definitely medical training.
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However, he did not complete it.
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He did not get board certified as a doctor.
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He then spent two years as a surgical oncology fellow at the National Cancer Institute researching immune-based therapies for melanoma and regulatory T cells in cancer regression.
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So that's important and that's formidable.
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But he left net clinical training for management consulting.
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That is a hard pivot.
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So he went from medical work, being a doctor, to working in corporate risk and healthcare practices and later held a strategy role at Sapphire Energy.
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Do I judge the career trajectory?
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No, lots of people take twists and turns.
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But it's his ascension to being the internet's favorite doctor.
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There is a misclassification with him.
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People assume that he's a practicing doctor.
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I think he's been given a much greater platform simply because he's been riding on this perception that he's a practicing medical provider.
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What he is is an influencer.
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And he's an influencer who has all of his eggs in one basket.
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And right now, that basket has dropped on the cement and the eggs have smashed everywhere because there are over 1,700 mentions of Peter Atia in the Epstein files and emails, calendar entries and emails 2014 through 2018.
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Plenty of time for Peter Atia to know precisely who Jeffrey Epstein was, or at least what he was about.
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This medical provider who was featured on 60 Minutes, who was also weeks ago named one of the new CBS contributors.
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Let's just look at his response.
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Because frankly, the reason why I want to mention Peter Atia is because his crisis followed such an interesting arc because he is online than and so he has so many followers.
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That means a lot of people online were talking about him.
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A lot of medical doctors who also have an online presence talking about him.
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He came out with a response on X.
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He said that it was a letter that he wrote to his staff, and he essentially just shared the letter that he wrote to his staff.
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So let's read the letter and go through it almost line by line to see how Peter Atia is trying to weave his way through this crisis.
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So I don't want to spend too much time getting into the emails, but just for the sake of context, there's one chain of emails in 2015 with the subject line quote, got a fresh shipment.
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This is from Atiya.
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And there was a redacted photo.
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And then Epstein replies me too with a redacted photo.
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And then Atia responds, please tell me you found that pic.
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Okay.
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Who's referring to a fresh shipment?
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Since the photos are redacted, we don't know what that fresh shipment is.
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But Epstein attaching a photo of an adult woman makes it a little murky for him.
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Other emails include Atia saying he goes into quote, J-E withdrawal when I don't see him, end quote.
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So that's language that shows how close he was to Epstein.
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Another email shows Atia writing that, quote, the biggest problem with becoming friends with you is that your life is so outrageous, and yet I can't tell a soul.
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And the email that people are mostly associating ATA with regarding Epstein is Atia writing, quote, the P word, is indeed low carb, still awaiting results on gluten content, though.
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So clearly it's a sexual joke about women, it's demeaning.
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So why this isn't a gotcha moment for ATA and so many people talking about him, it's not just a bro selling supplements and selling membership and books.
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He is selling his framework of reputation and decision making.
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His pitch is all about longevity, about the long term, how what you do in the short term pays off in the long term.
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You have to optimize for what matters.
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Yet his emails show years of casual comfort with a man whose 2008 public conviction is on the record.
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That's over 10 years.
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When you add the other layer of the reputation, I call it reputation spillover, is the fact that people start digging and scrutinizing people who are involved in a crisis.
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Particularly people are saying, well, who's this ATIA guy?
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Or people who love ATIA and follow ATIA go, well, wait a minute, what's this about?
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I love this guy.
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And then they find out that he's not a board certified doctor, that he didn't complete his residency.
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That also calls into question like why he is the internet's favorite doctor.
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So let's do a ruthless fair read of his email.
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I'm just gonna go chunk by chunk.
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As I mentioned, he posted this on X.
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He writes, the following email is what I sent my team last night.
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I sent a similar version to my patients also.
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So this is one letter, multiple uses.
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Quote, you've put your trust, your credibility, and your hard work into what we have built together.
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Where I'm gonna give him credit right off the bat is that he is writing a letter to his staff.
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Well, allegedly.
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When you are in a crisis, the first stakeholder you want to address, the employees, the internals, the people on the inside, the people who supported you.
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So if this first letter was to his internals, that was a good move.
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But then he took the same letter and instead of framing it for the public, he just said, I'm just gonna use the same thing to show how empathetic of a boss that I am.
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So every goodwill that I gave him, I'm taking most of it back.
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The problem with that first line is that it centers his project, his ecosystem first.
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In a scandal adjacent to Epstein, audiences up front want to know, they want to understand moral clarity.
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They want to know about harm.
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They want to understand about boundaries, they want to know facts immediately.
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My framework, the indestructible PR framework, own it, explain it, promise it.
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That's not what he did.
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His first line is about him.
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It's about him.
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So then he says, and I take that responsibility seriously.
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So the problem here is that it's a claim without proof.
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I take this seriously, and crisis communication is just wallpaper.
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If the audience could ask, if you took this seriously, why were you emailing Jeffrey Epstein like that and staying close to Jeffrey Epstein?
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Why did it take you a couple days to even send this email?
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Next line quote, you deserve a complete and honest account of what did and did not happen.
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So already we're getting the framing.
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He's letting us know that he wants to be honest.
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And for people listening to the audio podcast, I have air quotes right there.
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He's now making a move that many people in a crisis, particularly one that they're trying to claw their way out of when they don't want to be fully transparent.
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They start to spend time on the specific, the micro specifics where they can.
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Because if they're micro-specific in certain areas, then they hope that spreads to the entire crisis.
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But nowadays people are a lot smarter than that.
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And the problem is that it tees up like a courtroom style narrative.
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Did this happen?
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This didn't happen.
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It's as if he's preparing to litigate the issue.
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So if he were in a court of law, that might be fine.
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But it lands very cold, legalese, and also very calculated reputationally.
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So right off the bat, it's not working for him.
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We finally get after a couple lines, an apology, but it's it's an apology disguised as humility.
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Quote, I apologize that I did not get this out sooner, but I want to be thorough.
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So the thorough is his way of saying, I want to be honest right away.
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But what's most important here is the truth.
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But the truth is most important to Peter Utia.
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What he really wants to know is how much damage is all of this going to cause me.
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That's all he's looking for.
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The thorough, and also thorough can be a trap because the longer you talk, the more seams people can pick at.
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And the more thorough you are seems like overlawyering or legalese or specifics where people are just assuming that you're covering in other areas.
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Next, quote, the purpose of the DOJ releasing these documents is clear.
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Okay.
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The problem, he's positioning himself as an authority on the DOJ intent.
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That looks like spin.
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How would he know?
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He doesn't work for the DOJ.
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Also, he's narrowing the conversation there to criminal categories because it's a place where he knows he can separate himself.
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He's saying right away the framing, Epstein, he's criminal.
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That's not me.
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But Atia does hear what a lot of people do in a crisis when at the center of it.
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They're responding to where the fury isn't.
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The public scorn are the emails.
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It's not worrying about Peter Atia being a criminal.
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Next, quote, to identify individuals who participated in criminal activity, enabled it, or witnessed it.
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Again, it's an artificially tight box.
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The audience, his followers are judging him morally, his boundaries, his taste, his discernment, his power chasing.
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At least that's what I'm judging him on.
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His social complicity.
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So he's framing the crisis only as criminal involvement.
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So people hear, oh, I'm not a criminal.
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I'm fine.
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Everything's good here.
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That's not how trust works.
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That's not how it works.
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Quote, I'm not in any of those categories, and there's no evidence to the contrary.
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Okay.
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Okay, Peter Atia.
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It's not a legal filing.
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Okay.
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This isn't human reckoning.
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But what you're doing is you're inviting the challenge here.
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Okay, there's no evidence of criminal activity, but one, it may make people want to look for some.
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So some journalists, not at CBS, might want to look for some more, could be tempting to journalists or internet sleuths out there.
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But again, he's deflecting and throwing a big red herring out there.
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But I think the internet's wiser than that.
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Okay, so now he's going into the denials.
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Quote Oftentimes, to be clear is the moment the credibility goes to die because it signals that he knows or wants people to be confused or suspicious.
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But he's saying, to be clear.
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Anyone who lies to you usually says to you, to be clear.
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Then he says, I was not involved in any criminal activity.
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Again, wrong battlefield.
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The question is not asking, did you commit crimes?
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It's why did you maintain a friendship and banter with a convicted sex offender?
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Two, my interactions with Epstein had nothing to do with the sexual abuse or exploitation of anyone.
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The problem had nothing to do with is an absolute skit audited, but it ignores the ethical concern.
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What does nothing to do with mean?
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And maybe you had nothing to do with it, but you're still morally compromised.
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And that's the problem that people are gonna have.
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Next, quote, I was never on his plane, never on his island, and never present at any sex parties.
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Okay.
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Classic deny the headline move.
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Honestly, it can help because it structures him away from the bad, the really bad parts about Epstein, because no one wants evidence of them being in the room like an Andrew Mountbatten Windsor.
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The photographs of him.
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That is damning beyond belief.
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He's trying to get out of that where he can, but it exists in emails.
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It's a subtle difference, but a huge one.
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My interactions with Epstein had nothing to do with the sexual abuse or exploitation of anyone.
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You can have nothing to do with the abuse, which people could easily believe, but you could still be morally compromised by Epstein, which people are likely going to believe.
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Quote, I was never on his plane, never on his island, and never present at any sex parties.
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Classic deny the headline move.
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People aren't judging Atia for where he went.
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They're judging him for why he stayed connected at all with Epstein.
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Quote, that said, I apologize and regret putting myself in a position where emails are now public.
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You're framing the harm as the emails becoming public, not the emails existing.
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You don't want to frame the people as a problem when you are the problem.
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Quote, some of them embarrassing, tasteless, indefensible.
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Strong adjectives there, but very indefensible is powerful, yeah.
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But he spends so much of the statement defending his context and his intent that it just doesn't work here.
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And then he says, and that's on me.
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That's a good line.
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I mean, it's closer to accountability, but it's immediately undercut by the long explanation that follows.
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Quote, I accept that reality and the humiliation that comes with it.
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This risks self-pity.
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The humiliation is all about him.
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The moral center of the story is in the victims and in the complicity, not in his discomfort.
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Next, getting into the fresh shipment explanation.
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He says, quote, I want to start by directly addressing the email thread that I've been asked about the most.
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Reactive framing.
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He's letting the internet pick the agenda.
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Also asked about the most really sounds closer to this is what everybody else is talking about on the internet.
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So it's not about values, it's about the velocity of that one comment.
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Quote In June 2015, subject line got a fresh shipment with photographed bottles of metaphorin.
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Now, I believe that that photo has been redacted.
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It's the problem is it's overly specific in a way that feels rehearsed, like he was talking to a crisis person to tell him what to say.
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It certainly may be true, but it's as if he was anticipating the skepticism and already trying to pre-bunk it before it got bigger, if it was nothing in the first place.
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He replied, attached a photograph of an adult woman.
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The adult is doing the heavy lifting here.
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It signals that he knows the implication of what people know about Jeffrey Epstein.
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And it's definitely understandable.
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But it does trigger a new question of why was that exchange acceptable at all with Jeffrey Epstein?
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Quote, I responded with crude, tasteless banter.
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He labels it, but does not name what is revealed.
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Banter is instead of these hard, crude emails.
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Quote, at the time I understood this exchange as juvenile, not a reference to anything dark or harmful.
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The problem, this is the I didn't know defense by another name.
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But with Epstein claiming that sexualized messaging is juvenile and harmless is a very hard sell when everybody at that time knew he was.
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And also juvenile from a physician in a professional orbit is a really, really bad look for this guy.
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So it implies deep immaturity and judgment.
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And that's what the critics are saying about him.
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And that's the problem.
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All right.
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I had a little exposure to prominent people.
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The level of access was novel to me.
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Quote, everything about him seems excessive and exclusive.
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Largest home, Boeing 727, powers with parties with the most powerful.
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Still caught up and impressed with Jeffrey Epstein.
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It's weird.
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It's like a brag-adjacent glamour.
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You don't want to be seduced and sound enchanted by someone.
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Like we're actually seeing why he got swept into it.
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Quote, I treated that access as something to be quiet about.
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It's a confession of secrecy.
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He's saying that I kept secrets.
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And he's someone who is just exposed in the secrets.
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What I was referring to was the discretion commanded by these circles.
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He's validating the critique that elite circles protect themselves through silence.
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So self-incrimination.
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What I wrote reads terribly, and I own that.
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Okay, a strong line.
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But again, he keeps circling back to how it reads, not what it reveals in his judgment.
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All right.
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Then some other things.
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Like between summer 2014 and 2019, I met him seven or eight occasions at his New York City home.
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Only seven or eight is that minimizing language.
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Also, his home is not a neutral professional setting.
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Repeated visits to a convicted sex offender's home is hard to square with.
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I was naive.
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I never visited his island or ranch, never flew on any of his planes.