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They used to tell me that whenever "New Term" was spotted in a report, it was because of their reporting system's confusion when it encountered a term that had never received any impressions, before. That was hard enough to swallow, but I couldn't get past it with anyone I ever spoke to.
But today's reports reveal the true nature of the "New Term" entries: Their reporting system is simply confused. Not about literal "new terms", but about everything.
Can't trust 'em, got no alternative. Sickening.