According to the BuzzFeed article, Michael said his sleuths "could, in particular, prove a particular and very specific claim about her personal life."
When someone at the dinner suggested that such a campaign could blow up on the company, Michael responded, "No one would know it was us."
We keep hearing the same thing, over and over again - whatever works is fair game, all's fair in war and business, we'll never get caught.
This is a refrain as old as time; what's different is that we're hearing it more and more. The backrooms are less closed than they used to be; accountability is, slowly, becoming a two way thing. It's Networked Intelligence, Conscious Society, Social Murmuration, whatever you want to call it - but it's happening.
You can fight the change all you want, figuring you're tougher than anyone else and that this trend will pass; or, you can lead the charge.
The choice is always yours, whether you recognize it or not.
Such is the uber truth, like a sunbeam poking it's way into a cave. We can jump at shadows, or we can move into the light.