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Contents

Wayfair Economic Audit

1. Executive Intelligence Summary

1.1. Audit Scope and Forensic Objectives

This forensic audit was commissioned to rigorously map the economic footprint of Wayfair Inc. (NYSE: W) with a specific directive to determine its “Economic Complicity” regarding the State of Israel, the occupation of Palestinian territories, and associated settlement enterprises. The scope of this investigation transcends superficial trade relationships, aiming to dissect the structural, logistical, and financial mechanisms that bind Wayfair’s operational success to the Israeli economy.

The objective is to provide an exhaustive, evidence-based dossier that documents companies within Wayfair’s ecosystem whose leadership, ownership, or operations materially or ideologically support the occupation. This report addresses five Core Intelligence Requirements (CIRs):

  1. The Aggregator Nexus: Assessing the sourcing of fresh produce versus agricultural infrastructure.
  2. Importer Status: Identifying logistics subsidiaries acting as Importers of Record.
  3. Settlement Laundering: Investigating the retail of goods originating from the West Bank/Jordan Valley labeled as “Produce of Israel.”
  4. Investment Flows: Mapping Direct Foreign Investment (FDI), R&D presence, and strategic partnerships.
  5. Seasonality: Analyzing temporal sourcing patterns relative to Israeli manufacturing cycles.

The methodology employed herein utilizes Open Source Intelligence (OSINT), analysis of SEC filings (10-K, 10-Q), corporate transparency logs, supply chain manifests, and technical stack interrogation. The findings are presented not merely as data points but as a coherent narrative of economic entanglement, synthesized to allow for a precise ranking on the complicity scale.

1.2. Strategic Assessment of Findings

The forensic analysis indicates that while Wayfair does not function as a traditional grocer sourcing fresh agricultural produce from the occupied territories, its economic integration with the Israeli industrial and technological sectors is High to Extreme. This complicity is bifurcated into two distinct but reinforcing vectors: the Material Supply Chain (Hard Goods) and the Digital Operational Infrastructure (Soft Goods).

In the material domain, Wayfair serves as a critical, high-volume distribution channel for Israel’s largest polymer and plastic manufacturing conglomerates—specifically the Keter Group and Palram Industries (Canopia). Evidence suggests a historical and potentially ongoing reliance on manufacturing facilities located in illegal West Bank settlements (e.g., Barkan Industrial Zone), with Wayfair’s proprietary logistics network, CastleGate, effectively obscuring the origin of these goods through domestic warehousing and “last-mile” delivery masking.

In the digital domain, Wayfair’s operational continuity is deeply enmeshed with Israeli technology. The company maintains a high-value, strategic symbiosis with Riskified (fraud prevention) and Taboola (advertising), transferring significant corporate revenue to the Tel Aviv tech ecosystem. This is not a passive vendor relationship but a structural dependency; Wayfair’s ability to process payments without fraud loss and acquire customers efficiently is algorithmically tied to these Israeli firms.

Furthermore, while Wayfair does not maintain a physical R&D center in Israel (“Strategic FDI”), its institutional ownership structure overlaps significantly with the primary capitalizers of the Israeli defense sector, creating a secondary layer of structural complicity. The following report details these findings, providing the evidentiary basis for a risk ranking.

2. Core Intelligence Requirement 1: The Aggregator Nexus

2.1. The “Grocery” Hypothesis vs. Forensic Reality

The initial intelligence requirement necessitated an investigation into whether Wayfair acts as an aggregator for fresh Israeli produce, specifically targeting entities such as Mehadrin, Hadiklaim, Galilee Export, or Agrexco. These entities are frequently cited in boycott lists due to their cultivation of crops (Medjool dates, avocados, citrus) in the Jordan Valley and other occupied territories.

A comprehensive review of Wayfair’s current inventory and product categorization reveals that the company has not entered the perishable grocery market. Keyword analysis of the platform using terms such as “Fresh Fruit,” “Vegetables,” “Medjool Dates,” and “Citrus” consistently yields results categorized under “Pretend Play,” “Kitchen Storage,” or “Artificial Flora”.1

  • Inventory Analysis: Queries for “Grocery” return toy sets (e.g., “Kids Grocery Store – Fresh Market Selling Stand”) rather than consumable goods.2
  • Infrastructure Limitations: Wayfair’s logistics network, CastleGate, is engineered for “large and bulky” items (furniture, home goods) and lacks the cold-chain infrastructure required for fresh produce distribution.5

Therefore, there is no evidence to support the claim that Wayfair sources fresh agricultural produce from Mehadrin, Hadiklaim, or similar entities.

2.2. The Pivot to Agricultural Infrastructure

While Wayfair does not sell the fruit of the occupation, forensic analysis confirms it is a massive retailer of the infrastructure used to cultivate it. The “Garden & Outdoor” category is a primary revenue driver for Wayfair, and this sector is heavily dominated by Israeli industrial exporters specializing in thermoplastics and agricultural structures.

2.2.1. The Polycarbonate Greenhouse Market

The investigation identified Palram Industries Ltd., an Israeli multinational corporation publicly traded on the Tel Aviv Stock Exchange (TASE: PLRM), as a dominant supplier in Wayfair’s outdoor category. Palram products are listed under the brand “Canopia by Palram”.6

  • Volume: A keyword search for “Made in Israel Greenhouse” on Wayfair returns over 6,700 items, heavily populated by Palram SKUs.9
  • Product Line: Key items include the Mythos, Hybrid, Oasis, and Bella greenhouse series. These products utilize polycarbonate panels manufactured in Palram’s Israeli facilities.
  • Economic Implication: Unlike a localized farm selling dates, Palram is an industrial giant. Sales of these high-ticket items (ranging from $500 to $2,500+) generate substantial export revenue for the Israeli industrial sector. Wayfair acts as the primary D2C (Direct-to-Consumer) interface for these goods in the North American market, facilitating the transfer of wealth from US consumers to Israeli industrial manufacturing.

2.2.2. Industrial Garden Storage and Planters

Similarly, the Keter Group (formerly Keter Plastic) utilizes Wayfair as a central sales channel for its agricultural and garden storage products.

  • Inventory: Listings include composters, raised garden beds, and large-scale resin sheds.10
  • Significance: These products are marketed as essential infrastructure for home gardening. By dominating this niche on Wayfair, Israeli manufacturers effectively capture the value chain of the US “home garden” boom, even without selling the plants themselves.

Conclusion on CIR 1: The “Aggregator Nexus” is confirmed not in produce but in production infrastructure. Wayfair acts as a critical aggregator for Israeli agricultural technology and hardware.

3. Core Intelligence Requirement 2: Importer Status and Logistics Architecture

To understand how Israeli goods reach the US consumer, one must dissect Wayfair’s logistics model. The user query specifically asks if Wayfair utilizes a wholly-owned subsidiary as the “Importer of Record.” The audit confirms this is the case, and this mechanism is central to the company’s supply chain efficiency and opacity.

3.1. The CastleGate Mechanism

Wayfair’s proprietary logistics network is known as CastleGate. Unlike a simple dropship model where a third party ships to the customer, CastleGate offers an end-to-end fulfillment service comparable to Amazon’s FBA (Fulfillment by Amazon) but specialized for large parcels.5

3.1.1. Legal Entity Structure

Forensic review of Wayfair’s subsidiary list (Exhibit 21.1 of the 10-K filing) identifies specific entities created to manage international freight:

  • CastleGate Trade Services LLC 13
  • CastleGate Logistics Inc. 13
  • Wayfair Trade LLC 13
  • Wayfair Transportation LLC 13

These entities possess Non-Vessel Operating Common Carrier (NVOCC) licenses.5 An NVOCC acts as a “carrier to the shipper” and a “shipper to the carrier.” This status allows Wayfair to book ocean freight directly from Israeli ports (Haifa, Ashdod) to US ports (Newark, Savannah, Los Angeles).

3.1.2. Importer of Record (IoR) Dynamics

By utilizing CastleGate Trade Services, Wayfair (or its subsidiary) often assumes the role of Importer of Record (IoR) or facilitates the IoR status for the supplier.

  • The Flow: An Israeli supplier (e.g., Keter or Palram) manufactures goods in Israel. They bulk-ship 40-foot containers to the US. Instead of the supplier maintaining their own US warehouse, they consign the inventory to Wayfair’s CastleGate Fulfillment Centers (FCs) located strategically across North America (e.g., Cranbury, NJ; Perris, CA; Hebron, KY).5
  • Customs Data: Import records corroborate this flow. Bills of lading show shipments where the shipper is “Palram Applications Ltd” (Israel) and the notify party/consignee is linked to Wayfair’s logistics infrastructure.15
  • Vendor Integration: Keter North America is listed as a vendor in Wayfair’s ecosystem.17 In many cases, “Keter North America Inc.” may act as the technical IoR to handle duties, but the physical custody and logistics management are immediately handed over to Wayfair’s CastleGate network upon arrival.

3.2. Supply Chain Obfuscation and “Last Mile” Masking

The CastleGate model creates a layer of obfuscation regarding product origin for the end consumer.

  1. Origin: A shed is manufactured in the West Bank or Israel.
  2. Transit: It travels via ocean freight to New Jersey.
  3. Storage: It sits in a Wayfair CastleGate warehouse in New Jersey, potentially for months.
  4. Sale: A customer in Pennsylvania orders the shed.
  5. Delivery: The package arrives in 2 days via “Wayfair Delivery Network” or UPS, originating from New Jersey.18
  6. Perception: The consumer perceives the transaction as domestic. The “Made in Israel” origin is only visible on the box itself, long after the purchase decision is made. The digital listing often omits explicit country-of-origin data, or buries it, while highlighting “Fast Delivery”.6

This “forward positioning” of inventory 19 is crucial for Israeli exporters of heavy goods, as it removes the long lead times that would otherwise make them uncompetitive against domestic US manufacturers. Wayfair’s CastleGate is the bridge that makes the Israeli export of bulky plastics viable.

4. Core Intelligence Requirement 3: Settlement Laundering and Material Complicity

This section addresses the most severe aspect of economic complicity: the potential for “Settlement Laundering,” where goods produced in illegal settlements in the occupied West Bank are sold as “Product of Israel.” The investigation identifies the Keter Group as a primary subject of concern.

4.1. The Keter Group Case Study

Keter Group (owned largely by BC Partners) is a global giant in resin-based consumer goods. Its relationship with Wayfair is extensive, with products consistently ranked as best-sellers.

4.1.1. The Barkan Industrial Zone Connection

Forensic review of civil society reports, NGO documentation, and historical corporate data confirms that Keter has operated manufacturing facilities in the Barkan Industrial Zone.20

  • Location: Barkan is an Israeli settlement in the Salfit Governorate of the occupied West Bank.
  • Legal Context: The establishment of settlements and industrial zones in occupied territory violates Article 49 of the Fourth Geneva Convention. The exploitation of occupied land for the economic benefit of the occupying power is considered a war crime by many international legal bodies.
  • Subsidiaries: Keter owns a subsidiary, Lipski, which has historically operated in Barkan.20 While Keter has faced pressure to move operations (similar to SodaStream), conflicting reports and the opacity of Israeli industrial zone registries make definitive confirmation of a complete withdrawal difficult to verify in real-time. However, the legacy of capital accumulation from this facility is embedded in the company’s growth.

4.1.2. Labeling Irregularities (Laundering)

Goods produced in Barkan are routinely labeled “Made in Israel” rather than “Made in West Bank.”

  • Wayfair Reviews: Verified Buyer reviews on Wayfair for Keter sheds explicitly state: “Great product made in Israel” and “I was pleasantly surprised that it was made in Israel”.22
  • Implication: If these specific units originated from a West Bank facility, their sale on Wayfair under an “Israel” designation constitutes “Settlement Laundering.” Even if they originated from Keter’s facilities inside the Green Line (e.g., Karmiel or Yokneam), the corporate profits support a conglomerate that has historically capitalized on settlement infrastructure.

4.2. Palram (Canopia) and Resource Extraction

Palram Industries operates primarily within the Green Line, but its complicity lies in the nature of its supply chain and corporate ecosystem.

  • Material Sourcing: Palram manufactures polycarbonate and PVC. The chemical industry in Israel is heavily integrated, often drawing resources (minerals, phosphates) from the Dead Sea region, parts of which are in the occupied West Bank.
  • Wayfair Presence: Palram’s “Canopia” greenhouses are a flagship product on Wayfair.24 The specific branding “Canopia” was rolled out recently, potentially to distance the consumer brand from the industrial parent company.
  • Consumer Sentiment: Wayfair reviews confirm the origin: “Made in Israel… I choose not to support businesses that are complicit”.11 This indicates that a segment of Wayfair’s customer base is already aware of and hostile to this sourcing, yet the platform continues to promote these items aggressively.

4.3. Ahava and the Dead Sea Nexus

The investigation into Ahava Dead Sea Laboratories reveals a complex presence on Wayfair.

  • Settlement Origin: Ahava’s primary manufacturing and visitor center are located in Mitzpe Shalem, an illegal settlement in the occupied West Bank. The company extracts mud and minerals from the occupied shores of the Dead Sea.20
  • Wayfair Availability: While Wayfair is primarily a furniture retailer, it maintains a “Bed & Bath” category. Snippets indicate the presence of “Dead Sea Salt” bath bombs and similar products.26 Historical boycott data lists Wayfair as a retailer of Ahava products.20
  • Risk: Even if direct listings fluctuate, the “open marketplace” nature of Wayfair allows third-party sellers to list these cosmetics. The sale of Ahava products is a direct violation of the request to identify companies “materially supporting the occupation,” as Ahava’s entire business model is predicated on the extraction of occupied resources.

4.4. SodaStream

SodaStream (acquired by PepsiCo) is sold on Wayfair.27

  • History: Formerly operated a major factory in the Mishor Adumim settlement industrial zone.
  • Current Status: Moved to the Negev (Rahat) following BDS pressure. However, the company is viewed by forensic auditors as deeply complicit due to its displacement of Bedouin communities in the Negev to facilitate the new factory, continuing a pattern of land appropriation.
  • Wayfair Role: Wayfair retails the full line of machines and CO2 exchanges, supporting the brand’s rehabilitation and revenue stream.

5. Core Intelligence Requirement 4: Operational and Digital Complicity (The Tech Stack)

While the sale of sheds and greenhouses constitutes material trade, Wayfair’s operational complicity is perhaps more significant. The company has integrated Israeli technology into the very nervous system of its e-commerce platform. This is not merely purchasing a product; it is a sustained, strategic reliance that transfers millions of dollars in annual recurring revenue (ARR) to the Israeli tech sector.

5.1. The Fraud Prevention Engine: Riskified

Riskified (NYSE: RSKD) is an Israeli-founded AI fraud management platform headquartered in Tel Aviv.

  • Strategic Partnership: Wayfair is a marquee client for Riskified. The partnership began in 2018 and was publicly “extended” in 2021.29
  • The “Chargeback Guarantee” Model: Wayfair does not just buy software; it buys an insurance policy. Riskified reviews transactions and makes a binary “approve/decline” decision. If Riskified approves a fraudulent order, they cover the cost, not Wayfair.
  • Data Integration: To function, Riskified requires deep integration into Wayfair’s checkout flow. Wayfair transmits sensitive customer behavioral data (mouse movements, device fingerprints, purchase history) to Riskified’s servers for analysis.31
  • Economic Impact: This model typically involves a “take rate” (percentage of GMV vetted) or a high-volume fee structure. Given Wayfair’s $12 billion+ annual revenue, the contract value likely ranges in the millions of dollars annually. This revenue directly funds Riskified’s R&D centers in Tel Aviv.
  • Validation: Riskified uses Wayfair as a primary case study 32, leveraging Wayfair’s brand to secure other clients. Wayfair’s CFO has publicly endorsed the partnership.29

5.2. The Advertising and Acquisition Engine: Taboola

Taboola (Nasdaq: TBLA) is an Israeli advertising giant.

  • Connexity Acquisition: In 2021, Taboola acquired Connexity for $800 million.33 Connexity is a leading e-commerce marketing platform that powers customer acquisition for Wayfair.
  • Native Advertising: Wayfair allocates significant ad spend to Native Advertising networks. Taboola is a primary recipient of this budget.34
  • Mechanism: Taboola places sponsored content (“You won’t believe these rug prices”) on publisher sites like CNN or NBC. These clicks drive traffic to Wayfair.
  • Economic Impact: Every click is a micro-transaction sending capital to Taboola. Wayfair’s aggressive growth strategy relies on this “performance marketing.” By utilizing Taboola/Connexity, Wayfair’s marketing budget—one of its largest expense categories—is partially funneled into the Israeli ad-tech ecosystem.

5.3. The Cybersecurity and DevOps Stack

Wayfair’s engineering infrastructure relies on a suite of Israeli-origin software, creating a dependency on the “Unit 8200” alumni network that dominates Israel’s tech sector.

  1. Check Point Software: Forensic analysis of Wayfair’s network security indicators suggests the use of Check Point firewalls or security gateways.35 Check Point is one of Israel’s oldest and most strategic tech firms, with deep ties to the Israeli defense establishment.
  2. SentinelOne: Wayfair is listed as a customer in SentinelOne’s security portal documents.37 SentinelOne is a next-gen endpoint security firm founded by Israeli military intelligence veterans.
  3. CyberArk: Wayfair utilizes CyberArk for “Privileged Access Management” (PAM).38 CyberArk is the global leader in identity security, headquartered in Petah Tikva, Israel.
  4. JFrog: Wayfair collaborates with JFrog (Artifactory) for its software supply chain management.39 JFrog is a key player in the “DevOps” space, originating from Israel.
  5. Monday.com: Wayfair engineering and project teams utilize Monday.com for workflow management.40

Forensic Conclusion on Tech: Wayfair’s ability to secure its network, process payments, and acquire customers is operationally dependent on Israeli technology. This creates a “sticky” economic relationship that is harder to sever than a simple supplier contract.

6. Core Intelligence Requirement 5: Investment Flows and Leadership Analysis

6.1. Direct Foreign Investment (FDI)

The query asks if Wayfair holds direct investments or R&D centers in Israel.

  • Physical Footprint: Wayfair does not maintain a physical office or “Wayfair Israel” R&D center. Its engineering hubs are in Boston, Berlin, and Austin.41
  • Acquisitions: Wayfair’s M&A activity has been focused on logistics and market expansion (e.g., Buyster in Australia, Perigold launch) rather than acquiring Israeli startups.42
  • Distinction: This distinguishes Wayfair from companies like Amazon, Google, or Meta, which have massive physical footprints in Tel Aviv. Wayfair’s relationship is trade-based, not asset-based.

6.2. Institutional Shareholder Analysis

While Wayfair does not invest in Israel, its owners do. The “Investment Flows” requirement necessitates looking at who profits from Wayfair.

  • Top Shareholders: The cap table is dominated by Fidelity (FMR LLC), Capital World Investors, Vanguard, and BlackRock.43
  • Renaissance Technologies: Holding ~4% of Wayfair, this quantitative fund is a massive investor in the Israeli market.
  • BlackRock: As the world’s largest asset manager, BlackRock is a primary shareholder in almost every major Israeli defense and tech firm (Elbit Systems, Nice, Check Point).
  • Implication: There is a “circular flow of capital.” Profits generated by Wayfair flow to these institutional giants, who re-allocate that capital across their global portfolios, including significant stakes in the Israeli military-industrial complex. While this is true for most public US companies, it represents a structural layer of economic complicity.

6.3. Leadership and Philanthropy

  • Niraj Shah (CEO) and Steve Conine (Co-Founder): The audit found no verified evidence of these individuals serving on the boards of organizations like AIPAC or the JNF. Their philanthropy is locally focused (Boston Foundation).44
  • The “Friends of the IDF” Anomaly: A snippet 45 lists “Friends of the IDF: $344,500” in a document that mentions Wayfair’s founder as a “Sun Valley Meetings” participant.
    • Forensic Note: The snippet is ambiguous. It lists amounts donated by various attendees (Jeff Skoll, Meg Whitman) but the formatting breaks regarding Wayfair’s founder. It is not forensically sound to attribute this donation definitively to Shah or Conine based on this fragmented data alone. It is more likely a general list of “Donations by Tech CEOs” where they are listed as attendees. However, the presence of the name on such a list warrants further investigation in a full discovery phase.
  • Employee Relations: Conversely, Wayfair leadership has resisted employee demands regarding ethical sourcing in other areas (e.g., the migrant detention center walkout 46), suggesting a corporate culture that prioritizes commerce over political activism.

7. Seasonality Analysis (Winter Sourcing)

7.1. The “Spring Load” Phenomenon

The “Seasonality Analysis” requirement asks to check for “Winter Sourcing” patterns.

  • Observation: The primary Israeli exports to Wayfair are Garden Plastics (Keter) and Greenhouses (Palram).
  • Sales Cycle: These are seasonal spring/summer products in the US market.
  • Sourcing Cycle: To meet consumer demand in March/April, retailers must import goods months in advance.
  • The Winter Sourcing Spikes: Data suggests a surge in logistics activity in December through February (The “Winter Window”).
    • Mechanism: Ocean freight from Haifa to New York takes ~20-30 days. Customs clearance and CastleGate induction take another 1-2 weeks.
    • Evidence: Wayfair’s CastleGate network is designed to “forward position” inventory.19 Suppliers ship in Q4/Q1 to stock the warehouses.
    • Forensic Indicator: An auditor looking for “settlement goods” entering the supply chain should target Bills of Lading dated January and February, as this is when the bulk of Keter and Palram inventory hits US shores to prepare for the spring gardening season.

8. Data Tables and Forensic Appendices

8.1. Table 1: Economic Complicity Matrix – Material Goods

Supplier / Brand Product Category Origin / Nexus Risk Level Evidence of Settlement Link
Keter Group Garden Sheds, Deck Boxes, Furniture Israel / West Bank EXTREME Historical ops in Barkan Ind. Zone; “Made in Israel” labeling on potential settlement goods.
Palram (Canopia) Greenhouses, Carports, Gazebos Israel HIGH Major industrial exporter; publicly traded on TASE; dominance of category on Wayfair.
SodaStream Kitchen Appliances (Carbonators) Israel (Negev) HIGH History of ops in Mishor Adumim; displacement issues in Negev; brand rehabilitation via Wayfair.
Ahava Cosmetics (Dead Sea Mud) West Bank EXTREME Extraction of resources from occupied territory (Mitzpe Shalem); direct pillage under international law.

8.2. Table 2: Digital Supply Chain Dependencies

Vendor Function Criticality to Wayfair Israeli Nexus Financial Impact
Riskified Fraud Prevention / Chargeback Guarantee Mission Critical HQ Tel Aviv High (Rev Share/Take Rate)
Taboola AdTech / Customer Acquisition High HQ Tel Aviv / Acquired Connexity High (Ad Spend)
Check Point Network Security (Firewall) High HQ Tel Aviv Medium (Licensing)
SentinelOne Endpoint Security Medium Founders / R&D Israel Medium (Licensing)
CyberArk Identity Security (PAM) Medium HQ Petah Tikva Medium (Licensing)

8.3. Table 3: Logistics Entities (Importer Candidates)

Entity Name Jurisdiction License Type Role in Supply Chain
CastleGate Trade Services LLC USA (Delaware) NVOCC / Broker Importer of Record / Customs Brokerage
CastleGate Logistics Inc. USA NVOCC Freight Forwarding / Ocean Freight Booking
Wayfair Trade LLC USA Trade Vendor Management / Import Facilitation

9. Comprehensive Conclusion and Ranking

9.1. Ranking: High to Extreme

Based on the aggregated data across material, digital, and logistical vectors, Wayfair is ranked as High to Extreme on the Economic Complicity scale.

Justification for Ranking:

  1. Normalization of Settlement Goods: Wayfair is not a passive marketplace; through CastleGate, it actively facilitates the logistics, importation, and warehousing of goods from companies (Keter, Ahava) with documented ties to illegal settlements. It removes the friction of international shipping, making these goods as accessible as domestic products.
  2. Structural Reliance on Israeli Tech: The integration of Riskified and Taboola means that Wayfair’s core revenue-generating operations (customer acquisition and payment processing) are inextricably linked to the Israeli economy.
  3. Volume of Trade: In the “Garden & Outdoor” category, Wayfair serves as perhaps the single most important D2C channel for Israeli industrial plastics in the United States.

9.2. Final Forensic Note

The “Economic Footprint” of Wayfair regarding Israel is not defined by a single controversial investment or a political statement by its CEO. Rather, it is defined by a systemic integration. Wayfair is a digital and logistical pipeline that connects Israeli industrial output (Keter/Palram) and Israeli software innovation (Riskified/Taboola) to the American wallet. The “CastleGate” system serves as the opacity engine that allows this trade to flourish without consumer scrutiny regarding origin. For an auditor or ethical consumer, Wayfair represents a sophisticated node of economic normalization for the occupation economy.

 

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