"this was going to be a long, long politically motivated effort which could be ALL on the firms dime with no real chance of reward"
I think you have it nailed.
Valerie Plame Wilson, former United States CIA officer who once held non-official cover (NOC) status and wife of former Ambassador Joseph C. Wilson IV (L) pose as they arrive as guests at the 25th Anniversary Spirit of Liberty Awards presented by the People for the American Way in Beverly Hills, California October 10, 2006.
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Leading the leftist juggernaut in its current attack on Americas defenders is the largest and most influential hate group in America, misnamed People for the American Way." People for the American Way is a permanent campaign of fear and hate aimed principally at Christian conservatives but at every group that attempts to defend America against the assaults of the left.