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To deflect, knowingly and unknowingly, from the problems one might have with a commercial product/a corporation's unethical behavior by turning it into an overly emotional issue centered around how a high-level executive directly [responsible] for said problems must have felt. Originally used on Blizzard Entertainment's [Overwatch 2] forums to describe the [perspective] that the game's director, who misled an entire community by lying about a game feature that was heavily advertised when they knew prior to the game's release it was cancelled, must have felt too ashamed to act otherwise.
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