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Three weeks ago, any reader of tech news was probably under the impression that Disney, Salesforce, Google (and maybe Microsoft or Apple) were getting into a bidding war for Twitter.

But while there was indeed a sale process, there wasn’t anything close to a bidding contest. It seems only Salesforce is still looking, although CEO Marc Benioff has thrown lukewarm water on a deal.

In the meantime, employees and investors have been whipsawed. So what happened? And what can we learn about deal reporting in today’s click-obsessed world?

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