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But Vice also learned that its edginess had to be packaged. According to Toffler, an early episode of Vice’s MTV show, which ran for one season, cost the program dozens of sponsors after airing a segment about sex dolls. In 2008, Alvi and Smith bought out McInnes, whose noxious brand of humor — he is now an admired figure in the far-right, known to say things like “I’m becoming anti-Semitic” — had defined the magazine’s punk voice but was becoming a financial liability. A year later, Vice hired a member of then–New York attorney general Andrew Cuomo’s communications team to burnish its image. If the modern version of Vice has a born-on date, it may have come in the spring of 2010, when the company landed a meeting with Intel, the computer-chip-maker, which wanted more young people to care about Pentium processors. Vice was still running on a shoestring, and Intel promised access to a $2 billion annual marketing budget. “Shane’s whole thing was, ‘We can’t let them think we’re these poor kids,’ ” says one former employee. (A number of current and former Vice employees, many of whom signed nondisclosure agreements, requested anonymity in order to talk about the company.) According to multiple employees who worked at Vice at the time, Smith went to the architecture firm across the hall from Vice’s Williamsburg office and asked how much it would cost to get them to move out ASAP. Vice’s 50 employees then worked around the clock for several days setting up the new space to look like it had been Vice’s all along. Vice constructed a glass-enclosed conference room to host the Intel meeting, and late one night, an employee answered a buzz at the door to find a plumber who’d come to install a fancy Japanese toilet.
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