Alex knows that his name and brand of Infowars is toxic in some circles, even back in 2004, so some people might hear this story, see that it's about an Infowars tape, and tune out.

Alex and everyone at Infowars knows full well by this point that, taken in their proper context, they will always be ignored, laughed at, or yelled at. That's why Alex tells people to misrepresent themselves when they're out doing interviews by using non-Infowars mics, pretending you don't work at Infowars, because he knows that no one presenting themselves as an Infowars employee will ever be taken seriously by normal people. They will never be able to conduct an interview because everyone knows their brand is shit. Alex is keenly aware of this.

This Sandy Hook stuff is killing us. It's promoted by the most batshit, crazy people like Rince and Fetzer, who all hate us anyway. Plus, it makes us look really bad to align with people who harass the parents of dead kids. It's going to hurt us with Drudge and bringing bigger names into the show. Plus, the event happened three years ago. Why even risk our reputation for it?

I mean, we have on third-party sites 4.9 reviews, tens of thousands of them. I mean, we're just loved everywhere.