We are joined by a surprise guest, the critical thinker behind the Steak-Umms popular brand voice (aka Nathan Allebach), who talks to us about targeting misinformation as a PR strategy, managing viral posts, and the brand's recent dustup with Neil deGrasse Tyson. Then Ben brings us back in time twenty years to a hot Indian summer in New Delhi, where reports of a mysterious and malevolent Monkey Man sent residents into a panic. Police and local skeptics were mobilized to combat this phantom in very different ways, as rewards, injuries, vigilante groups and media reports fueled public fear.