yep, they are expert marketers.

you may have data that doesn't bode well for a bottom line but if you can tell a story with that data and frame it in a certain light then you can completely change perception of that very same data

whenever I look at a report/article with data, I generally like to jump into the data first to interpret before I read the narrative. my takeaways are sometimes drastically different. but pulling up alternative sources reporting on the same data is helpful to figure out what is what.