1. Profile Of Your Disadvantage Designer : Risk R
Introduction
Sociology could be the examine from the cultural existence involving humans , organizations , and
also societies , often thought as the study of cultural friendships. It is just a relatively new academic
willpower that will advanced in the early 1800s. This worries by itself with all the cultural principles
and also techniques that will situation and also individual individuals not just as folks , but as
members involving associations , organizations , and also corporations.
The examine involving criminal offense and also the reason why individuals make offences will be
stimulating. It can help us to comprehend apparently with their incomprehensible conduct as well as
the logical guiding your criminal's steps. We have to appear over and above the most obvious.
Criminals and also deviants won't live by the principles that most us adhere to. But human being
culture will be governed by simply principles and also some social norms. Our culture would failure in
to turmoil when we would not stick to principles defining acceptable coming from improper conduct
especially contexts and also cultural conditions. We create principles just like we split them. On the
other hand several in today's world don't live by these kind of principles.
The national sociologist, Marshall Clinard, suggests that the definition of 'deviance' ought to be
available to "those conditions through which conduct is within a disapproved course and also an
acceptable diploma to exceed your tolerance reduce from the local community ". When it comes to
Clinard's description , criminal offense and also amount you are behind would be the biggest types of
deviance.
Most folks upon some occasions transgress generally accepted principles involving conduct. We
might by way of example , have got sooner or later dedicated minor legal acts - such as realized the
pace reduce as well as smoked cigarettes cannabis. Criminology worries by itself along with types of
conduct that are sanctioned by simply legal law. We are going to also try to comprehend the reason
why individuals behave the direction they carry out and we will direct our attention to cultural power.
Using a research study , concerning the user profile of a legal , we are going to try to match
conditions relevant to this specific circumstance with a theoretical backdrop. We've chosen a 45 years
old male , who is name we've change to tag to be able to protect the identification. Part of our
sociology exam was comprised of interviewing and also composing a profile with a legal. By means of
contact lenses , tag found our consideration and now we chose to produce the user profile because of
the impressive life so far. He or she only ended a eight calendar month live in a foreign prison
pertaining to cheating/conning a croupier at the live dealer roulette stand inside a speaking spanish
on line casino.
To execute this specific interview , we geared up an important list of concerns pertaining to tag - all of
which he or she was happy to response. We focused on the childhood , peers , cultural establishment
and also atmosphere as well as the connection to emblematic interactionism/choice concept ,
differential association theory/social effect concept , cultural control concept as well as displaying the
bond between amount you are behind and also criminal offense.

2. Before we begin the case examine as well as the theoretical techniques , we would like to offer you
an research into the mind and also morality from the common minus guy and also why is him mark.
Although our research study is classified as 'typical minus man' bracket , there are many locations tag
wouldn't thread while you will discover. Tag holds true to kind , which means he or she is only
enthusiastic about wedding party criminal offense.
DEFINING a minus ARTIST
The minus designer capabilities in the very first materials as well as the oral customs that will
preceded this. Odysseus is among the very first minus guys whose makes use of have been truly
written down (pertaining to coming in to Troy as well as sliding after dark Cyclops along with sly
ruses). In the e-book , your wonderful genuine history from the planet's greatest confidence designer ,
rich Rayner describes "there isn't any folk heroes far more 'all American' when compared with people.
Though we might openly condemn them , deep-down we're not able to support but enjoy their shrewd
knowledge of how to pull off useless.
The successful minus designer is normally suave, smooth , intelligent , achieved and also complex.
He or she has no to turn to physical violence like a gangster. People take into account themselves to
get your princes from the legal fraternity - a cut above one other bad guys for the avenue. The truth is
, he doesn't take into account herself to be a legal at all.
Confidence is key to the successful minus guy , due to the fact once you achieve peoples' confidence
, it is possible to adjust them. Inside minus artist's vocabulary the face gets a tag , also referred to as
a dupe.
It uses a particular kind of person to be a minus guy. This undoubtedly is not for everybody. It will
require a far more uncommon individual that may take dollars coming from an business without a
twinge involving mind or perhaps a second's doubt or minus an elderly citizen away from her life
personal savings. To psychiatrists, this sort of person can be described as sociopath.
A successful minus designer has to be absent some subconscious features that this everyone else
take for granted. Mind will be top of the list. There isn't any area pertaining to recriminations while
ripping away an internet casino by way of example. He or she absolves herself involving any kind of
accountability pertaining to offences dedicated. Your minus artist's rule will be "that they had this
returning ". Basically , this acts them proper. Several truly influence themselves it's your
person/establishment's wrong doing which they acquired scammed. Should they had not recently
been therefore stupid they would always be in possession of their funds.
The minus designer solidly believes that this planet will be split up into 2 : those who are gullible and
people who are usually clever ample to look at advantage of a given predicament. Your minus guy
thinks this is actually the normal order involving items , the clear way of the globe. This is the way he
or she rationalises away any kind of twinges involving mind he might feel about prone scars.
Another attribute of a minus guy is that he or she believes which everybody different in the world is
really as amoral as herself ; it is just which they make believe you have got morals anf the husband
doesn't. Your minus artist's subsequent rule will be "caused by them just before they actually to you ".
He's got zero fascination with building significant human relationships as well as friendships because

3. they will certainly skimp the function.
"hard work is for fools" could be the people next rule.
Why must he or she perspiration and also slave such as some regular person while he or she could
be living it to easy avenue ? the reason why pay income tax if you could be your personal boss ,
raking in the money and also living your large life ? actually a good minus designer demonstrates a
lot of the benefits he or she affects to detest want. Successful minus demands hard work as well as
gift , as we will discover inside Mark's circumstance.
Finally, the very best people genuinely enjoy their business. Proving that you will be cleverer , crisper
and also more rapidly as opposed to various other person provides minus guy a excitement and
offers a serious run. Yanking useless is like enjoying a sport - winning that will game affirms your
minus artist's personal picture as someone who is often a minimize above the rest from the pack.
CASE STUDY
When we very first met tag , your impression we got is a wonderful , pleasant and also likeable
character. He or she is 45 yrs. Old , 6ft a couple of , weight load three months kgs, extensive , a little
hair loss and also friendly with a lopsided smile and also type eye.
He was created inside sydney , australia to Maltese mother and father and it is the second child
involving about three. He's got an adult sibling and also a youthful brother. He or she existed around
australia pertaining to half a dozen a long time , after which it period , the papa was supplied
employment at the motel as a concierge , as well as the whole family gone after malta. Mark's papa
proved helpful the approach to becoming a nighttime supervisor in the motel.
A flat inside ***** was the main employment deal and also tag gone to ***** institution inside
******where he or she learnt to speak Maltese. The mother and father have been stringent , faith
based , diligent and also law abiding. The mother would be a full time housewife for whom her young
children have been a priority.
From age of seven to 15 , tag was an change young man and also enjoyed your cultural and also
physical activities that were available. Close friends have been most important to him. Although he or
she would be a bright young man in class , he or she offered help by sitting behind the category area
and so on many occasions had difficulties pertaining to cigarette smoking. Your nuns employed to
provide him on the front from the class but tag started sacrificing awareness daily. He began to skive
away institution a short time weekly to be able to experience the close friends and also play/gamble
upon billiards and also snooker game titles which gave him "a news ". Because of Mark's deviant
mother nature , the lack from practice was unseen because he would grab dollars coming from family
members to pay for the category ideal to change your sign up.
It was this time inside Mark's life he was introduced to betting , that will in turn generated a volitile
manner and also amount you are behind followed. Your priest accountable for your change males
gave tag an ultimatum to choose from enjoying pool and also getting involved in your social/sport
actions from the cathedral. Mark's rebellious mother nature won more than anf the husband thought i
would depart your cathedral actions.
Despite possessing handed down the institution qualifications to go in saint Albert the truly amazing ,

4. which has been regarded as a great achievements , tag rejected to go. rAther he or she prefered a
techie institution to be with his close friends. He or she ongoing to skive away institution.
Life in the home would be a nightmare , certainly not pertaining to tag as well as the other family. The
mother would often stay upwards cigarette smoking continuously , waiting for tag ahead household ,
generally drunk. He or she was turning out to be uncontrollable as well as the mother prompted the
papa to willpower tag by simply reaching him. On one occasion , right after possessing get home past
due just as before , a big fight ensued, which resulted in tag placing the side by way of a goblet door
and also possessing appears in the proper side. Tag cannot take the qualifications and also finished
up with out requirements. rAther , he or she thought i would carry out carpentry and also excelled with
this ; on the other hand tag is often a perfectionist and also because of the mother nature from the
employment cannot comprehensive a given activity rapid ample. He or she made a decision he or
she wanted to develop fast dollars and also opted to visit Libya pertaining to eight a few months. He
or she proved helpful as a cleaner with a caravan website.
With cash in side , with two decades old , tag purchased his or her own invest Gzira, was dating
people from other countries and also used golf clubs such as Dewdrops inside Paceville, membership
forty seven and also Ta' Saveria. He or she enjoyed listening to Abba, your Bee Gees and many
types of forms of disco music. He or she attemptedto dress as well as he or she might but enjoyed to
take a look various , putting on bright coloured clothes and plenty of platinum jewellery. He or she
sensed not comfortable loitering individuals coming from Sliema, given that they have been way too
upper class pertaining to him , but would not appreciate making friends with people coming from
certain places because he sensed we were holding way too difficult. He or she went close to with a
middle class older crowd is actually folks who he or she imagined would increase the life style ,
economically. The ambitions at the moment have been to reside in a comfortable easy life and also to
travel the globe.
Mark nonetheless held childhood bitterness pertaining to the older sister's moves. She had been
upon several institution trips and also cruise ships due to the fact she excelled in class as well as for
apparent factors he lost these kind of chances. In turn , he or she attemptedto get a employment with
a cruise trip liner to travel the globe and also was unapproved because of the lack of requirements.
With zero prospective customers , zero close friends , zero overnight accommodation and also Lm70
to the name , tag purchased a one of many ways admission to greater london to comprehend the
desires. He or she admitted during the interview he imagined the life was like a motion picture and
hubby was really naïve.
On your trip to greater london , he or she sat close to a man known as Charlie, that supplied him
overnight accommodation inside Southgate and also presented him to Soho (your red-colored gentle
region working in london ). Being an unlawful immigrant he or she would not have the choose
involving jobs. Tag proved helpful as a doorman at the membership under western culture finish ,
tempting individuals to key in and watch pornographic motion pictures. In just a calendar month , he
or she leased a designated as they desired the independence. He or she contributed your lease with
a guy that employed to grab clothes coming from stores each day and also required a place to store

5. them. He or she before long altered jobs and also started to be a projectionist in the porno industry
and he or she was offered to cashier. He or she gained £20 per transfer , but Mark's deviant mother
nature before long discovered that by simply watching and also watching other people and also
getting discreet he or she might gain an additional £70 per transfer by simply pocketing the entrance
payment.
He met an english dancer , Denise that proved helpful for the prominent Soho membership anf the
husband out dated her pertaining to one particular ½ a long time. He or she was able to obtain a flat
but this is before long reclaimed because he cannot continue your monthly payments. He or she lost
the employment and also was charged pertaining to selling. Immediately after the release , he or she
met a group of german guys at the membership. He noticed rumours with regards to their illicit
dealings inside gambling establishments and also was lured with the appeal involving quick cash and
also worldwide travel that will went with this specific life style. He or she was accepted to join an
italian man , minus guys by simply "committing " cash with your party. By means of the association
with one of these individuals , tag rapidly learnt your ropes and his confidence matured. The goal to
raised herself owned him to set up his or her own party. He or she skilled individuals and made
certain they will remained loyal by simply expressing income just as , contrary to your Italians.
Mark constantly recognized the risks involved but thought i would pursue in this way involving life.
Prison would not frighten him he or she thought it was really worth performing period to the life style
he or she was major. True to minus designer profiles , tag would not take into account herself to be a
legal - he or she imagined he or she might outsmart the system ; in the end , your gambling
establishments have been ripping away their gamblers ! the truth is , he or she was proud of the
reasonable dealings with the remainder from the party , although he or she applies inside 75% from
the function. Just how would tag display the fraud ? tag explained several on line casino previous
putting up progresses national live dealer roulette tables. This specific incorporated capping a wager
onto an already notable live dealer roulette success by simply "ganking your marker ", popping a chip
for the collection , and changing your marker along with slight involving side that produces donald
Blaine seem like Inspector Clouseau. It will require an extremely delicate harmony involving minds ,
courage and also lack of avarice. Focusing on how to pull useless , when to get it done when to not
overdo it. Tag studies your dealers just like he or she employed to view the fellow workers while he or
she would be a doorman, searching for signs involving weakness then in reference to his staff utilize
slight involving side and also distraction processes to make their transfer.
His very first comb with all the law was on the chronilogical age of 22. He or she was found conning a
supplier at the live dealer roulette stand inside gatwick and also finished up shelling out per month
inside prison as well as paying a superb. Many years later on , tag acquired found a second period
looking to minus a live dealer roulette supplier inside Glasgow and also spent a total involving few
months inside a Glaswegian prison , a number of a few months pertaining to possessing phony
paperwork as well as 8 weeks sentence to the on line casino fraud. He or she was then deported to
australia , the nation involving birth. This specific would not deter tag in any way. He earned the in the
past to malta , flew to croatia , acquired phony identification greeting card and also was back in the

6. british ten days later on. Since croatia was the main elizabeth.you. A passport was not necessary to
travel , only an identity greeting card. During this period in the life , tag got far more courage as
opposed to sin city wilderness has un-marked graves.
Throughout, the determination ended up being to prove to herself he might carry out your "technique "
and also conquer the system. He or she became a member of up with one more german guy who had
been known to be highly specialist. By now , Mark's sweetheart remaining him as she would not such
as the adjustments she was seeing inside tag. He or she altered the dress sense , started to be far
more suave and also achieved. He or she created a passion pertaining to german espressos and also
enjoyed cusine in the greatest dining places. Possessing nobody to tie up him along , tag journeyed
all over the world , understanding a long term fantasy. He or she was generating a lot of income ,
normally Lm7,000 per vacation along with around 70 trips to the us alone a duration of decade. He or
she also journeyed to south america , the caribbean , spain , germany , the low countries and also
spain. He or she admitted to us he recognized exactly what he or she was performing was completely
wrong but in no way sensed responsible. He or she considers gambling establishments greater
robbers when compared with herself , although some people might individuals may look at that will in
different ways. He or she was getting rapid automobiles , pictures , a house working in london ,
residing at the very best accommodations , occurring high-class cruise ships and even purchased
herself a plane. Tag claims that will beverage and also drugs have been in no way part of the arena
but admitted that it took plenty of dollars to take care of the brand new life style.
Mark sensed he or she was on par with the littermates , almost all travelling around the world but
Mark's planet was before long to crash. He or she went back to malta and also started seeing about
three females concurrently. This is a time period of dilemma pertaining to tag.
One from the females he or she was seeing got pregnant and also although tag was scared of
commitment , he or she halted the sweetheart coming from through an abortion. He or she promised
to be along with her and pay attention to exactly how items resolved. Tag married the caretaker
involving the child a couple of years right after the boy was created. The starting was at greater
london , but tag purchased a maisonette inside ****** pertaining to the better half and also boy and
also attemptedto keep a minimal user profile. He or she today got accountability , he or she would be
a papa. The better half got become employed to the approach to life her hubby furnished and also
enjoyed travelling all over the world and he or she in no way attemptedto quit him or adjust the
methods.
His next and also closing live in prison was at your Canary countries inside 2004. Although tag is
often a perfectionist, he or she omitted to check out your betting legal guidelines with this nation ,
supposing we were holding just like vacation. This is incorrect and also tag spent eight a few months
inside jail pertaining to fraud , "eating waste and also asleep difficult " because he input it. The better
half frequented him double and something period took their boy to view the dad.
Mark admitted during the interview he swore he'd turn the life close to when he or she acquired away
from prison particularly since the boy was growing older. 3 a long time in the 'business' got taken their
cost. He or she was turning out to be conscious of items were required to adjust. Life was before long

7. to look at a turn to the more serious.
The minus designer discovered herself getting conned. Tag offered the house working in london right
after he or she was persuaded by way of a "friend " to buy a pc firm which promised great dividends.
After a couple of a few months involving raking inside dollars coming from the brand new purchase ,
he or she chose to invest a lot more profit this specific brand new endeavor. The aim ended up being
to proceed legitimate. Tag finished up sacrificing everything to conmen that vanished with his dollars
and also happened to run away. Tag went back to malta. He or she dropped in to a serious
despression symptoms. Your pleasure involving gambling establishments before long dropped on the
way side - it turned out a lot of hard work , your economic climate was along and also gambling
establishments upped their security devices because they started to be wiser to people such as tag.
He or she was fed up with flying ; the coronary heart was no more time inside and also admitted that
will on line casino camcorders have been on a regular basis checked ahead of significant payouts.
He's got today transformed the attention to investing in house and also wants to keep away through
the on line casino planet despite the lack of funds. He or she advised us he recently offered the plane
and it is living away this specific revenue.
Mark advised us he in no way ripped useless inside malta because he was way too popular but if
someone requires tag exactly what he is doing for a living he's got not a problem letting them know
that he's a "risk taker ". In the end , he admits that with a smile , gamblers are usually losers.
His latest relationship with his mother and father will be stable and also tag advised us he endeavors
to get evening meal with his mother and father many Sundays but doesn't tell them while he or she is
travelling because they want he or she is will no longer involved in the on line casino arena. He or she
advised us that he's all-around the older sibling and also more youthful brother.
We requested tag when he'd actually minus a vintage woman away from her life personal savings anf
the husband guaranteed us that this was not the arena. He or she admitted that will although you
need to turn the life close to he'd seriously consider conducting a "michael jordan " and come back
coming from old age when some thing extraordinary transpired in the betting planet , including the
cracking open involving gambling establishments inside new mexico beach. The rush and excitement
involving victory will almost always be part of tag although anguish involving wipe out is simply too a
threat.
THE FAMILY
Con musicians originate from diverse backdrops. They will often originate from a broken household or
perhaps the many stable and also well-adjusted of families , just like Mark's. They will often happen to
be given an excellent training as well as almost no. Such backdrops according to Annette McGuire,
creator involving fraud assist , don't arranged them aside. Exactly what sets them aside could be the
normal capability , often discovered at the early age , to control people close to them. Tag realized
this specific while he or she got away with his absenteeism.
Family life can be quite a powerful force inside a kid's advancement ; on the other hand additional
factors may lead. In the recent basic concept involving criminal offense and also amount you are
behind (GTCD), sociologist Robert Agnew claims that will "family human relationships , function

8. encounters , institution functionality and also peer associations effect criminal offense ". Although tag
were built with a stable family life , the insufficient instructional chances , peer associations as well as
the wherewithal to obtain regular good results , added to the predicament.
Instead involving family effect , psychologist Judith Harris claims that will inherited genes and also
atmosphere ascertain , to a significant level , that the child ends up.
Children's individual nature and also peer associations design their conduct and also adjust your traits
we were holding given birth to along with ; their interpersonal associations ascertain the level of
individuals they'll be when they older. Judith r Harris 98 :211
As we've affecting Mark's user profile , this is very a lot the case. The peers as well as the
interpersonal associations while he or she gone after greater london determined a person he or she
turned into. Although Mark's childhood was perfect for becoming a specialist minus guy , the idea in
no way took place to him just before it actually transpired.
THEORETICAL APPROACH
Why will be working class criminal offense more prevalent when compared with white-collar criminal
offense ?
Merton explained deviance employing Durkheim's notion of anomie. He or she saw deviance as
caused by folks within obtain society's ambitions employing legitimate means. He or she suggested
that will reduce cultural classes got limited usage of legitimate means therefore have been more likely
to become deviant. Tag cannot obtain the ambitions by making profit a legitimate way since he zero
requirements with no employment prospective customers. He or she attempted , by simply finding a
employment as a waitress or perhaps a cleaner but tag needed more...
The cultural understanding concept or perhaps the differential association concept recommended by
simply Edwin l. Sutherland claims that will conduct will be modelled by means of observation ,
sometimes immediately by means of intimate contact with other people as well as indirectly by means
of media. According to Sutherland, legal conduct will be learnt by means of association online
websites that on a regular basis embark on criminal offense. The concept is very simple. Inside a
culture which has various subcultures, some cultural situations usually promote unlawful actions
whilst other people don't. Sutherland preserves that will legal conduct will be learnt inside main
organizations , especially in peer organizations as was the case along with tag. Legal actions happen
to be learnt inside very similar way as law abiding ones has been learnt. rObbers are similar to
individuals inside orthodox jobs inside working to make dollars , only they will select unlawful ways of
doing this. Tag wanted to can get on in the world and also "stay your large life ". He or she thought i
would make the dollars illegitimately and also true to your minus artist's user profile genuinely
cherished exactly what he or she would.
People behave determined by emblematic definitions they will locate within just any given
predicament. We usually talk with designs building human relationships close to them. Its origins are
found inside emblematic discussion concept involving sociologists Charles Horton Cooley and also
George Herbert Mead. Emblematic discussion concept keeps that individuals connect by means of
designs. Individuals read emblematic expressions coming from other people and also combine them

9. in their self-image. Designs are used to let people know exactly how effectively they are doing like the
case involving Mark's sibling travelling around the world and also him winding up possessing his or
her own personal plane. Exactly how individuals look at fact is determined by the content from the
mail messages and also conditions they will come across , your summary decryption of these
friendships , and ways in which they will design long term conduct.
Social effect concept , typically known as labelling concept describes just how culture acts to folks
and how particular person answer culture. Discussion and also decryption are usually viewed as
important concepts with the cultural effect theorists. Getting stigmatized as well as classed by simply
standard corporations including the law enforcement officials as well as by simply unofficial
corporations , including mother and father and also neighbors is exactly what sustains delinquent and
also legal behaviors. Brands support determine not merely a single characteristic but the whole
person. Mark's family including the mother on a regular basis classed him as "stupid , laid back and
also a difficulties manufacturer " anf the husband sensed the issue on this labelling. This is also
shown in the rebellious conduct.
The cultural control concept preserves which everybody has the potential to become a legal and also
break what the law states understanding that modern society offers chances pertaining to unlawful
task. Inside Mark's circumstance , it turned out socialization with all the completely wrong crowd less
your cultural composition , which determined life is selections. To ensure that this specific potential to
not become recognized , a person should have cultural settings to avoid completing any kind of anti-
social task. Inside Mark's circumstance , the mother and father got no clue he or she was omitting
institution because he employed to settle the category captain along with taken dollars to change the
institution sign up.
We have seen about three facets of your cultural procedure method of human being conduct. Your
cultural understanding concept , which implies that individuals learn the approaches and also
perceptions involving criminal offense coming from shut and also intimate human relationships along
with legal peers - that will criminal offense is often a learnt conduct. The assumption is that individuals
are usually given birth to good and also figure out how to become bad. The second , your cultural
effect concept as well as labelling concept , which affirms individuals become bad guys while
members involving culture tag them as a result plus they then acknowledge these kind of brands
included in their identification , basically , whether whether positive or negative , in certain methods ,
folks are governed with the reaction of other people. The next element , your cultural control concept ,
preserves which everybody has the potential to become a legal but that many folks are governed by
simply their provides to culture. This specific concept presumes that individuals are usually given birth
to bad and also has to be governed to be good. The 3 theories come under your cultural procedure
strategy. Inside our view the 3 theories were built with a role to learn inside Mark's circumstance.
According on the logical selection strategy , law breaking conduct comes about while an culprit
chooses to threat breaking the law right after looking at the two individual factors including the need
for dollars , enjoyment etc and also situational factors , exactly how effectively a place will be
protected , productivity inside stability etc. Before selecting to make an offence , tag and his staff

10. would appraise the threat involving stress , your significance involving consequence and also their
need for legal achieve.
CONCLUSION
We must not underestimate your factor involving young people in today's world. Your cultural
corporations , without even realizing unsuccessful tag. When stricter actions have been in place ,
Mark's lack wouldn't have got removed unseen. Because of this , he or she lost fascination with
institution although he or she was a very good pupil without success to get the requirements. He or
she genuinely considered that the only method to "get a chip in the pile " was by means of unlawful
means.
As we've observed , bad guys are usually folks who discuss a similar goals as regular individuals but
have decided to chop 4 corners and employ unlawful ways to obtain their goals. Tag select an
unlawful route to find the ambitions that might or else happen to be out of reach.
According to Gottfreson and also Hirschi, many individual factors situation individuals to select
criminal offense. Among the more vital factors are usually fiscal possibility , understanding and also
encounter and also understanding of legal approaches. (an over-all concept involving criminal offense
,1990).
Although we had exactly how tag will be irresistibly drawn to useless , the career as a legal could
have arrived at its limitations. Knowledgeable bad guys such as tag risk turning coming from a life of
criminal offense when they create a notion that this threat involving criminal offense will be more than
its potential revenue.
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