Signal seems a bit of a jerk company. They should have "stayed above the fray". Instead, they ridiculed. They were in their rights to do so but should have been the better. Throwing insults, however well grounded, is never good for a brand and shows a lack of level-headedness. They could have simple stated the story is a non-story and stated why. This could have been paired with working with the BBC to get a retraction in place, taught someone at BBC something, and maybe even gotten a little free positive PR from them in the process.
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