They recognized, after the fact, that if they and their client had followed their PR- marketing instincts it may have been a disaster. They would have cost their client a significant amount of potential revenue and positioned them badly with the competition. Of course, it could also have gone unnoticed. Without knowing what they were missing, the client may have been fine. This is the opportunity and the challenge.
Few people understand the dynamics of the customer experience.
Those who do, perform extremely well. Those who do not, are just beginning to realize that something is wrong. Marketing, branding, and PR online is quite different from what most PR firms are accustomed to. It will serve them and their clients well.