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Traps, digging up and then distributing nasty material about political opponents. here's mark turnball, the managing director of cambridge analyti analytica's political global team, talking about preying on people's hopes and fears. >> two fundamental human drivers when it comes to taking information onboard effectively are hopes and fears and many of those are unspoken and even unconscious. you didn't know that was a fear until you saw something that just evoked that reaction from you. >> right, right, right. >> and our job is to get -- is to drop the bucket further down the well than anybody...