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When someone talks about pushing you off a cliff, it’s just human nature to be curious about them. Who are these people, you wonder, and why would they want to do such a thing?

That’s what I was thinking when corporate whistleblower Wendell Potter revealed that, when “Sicko” was being released in 2007, the health insurance industry’s PR firm, APCO Worldwide, discussed their Plan B: “Pushing Michael Moore off a cliff.”

But after looking into it, it turns out it’s nothing personal! APCO wants to push everyone off a cliff.

APCO was hatched in 1984 as a subsidiary of the Washington, D.C. law firm Arnold & Porter — best known for its years of representing the giant tobacco conglomerate Philip Morris. APCO set up fake “grassroots” organizations around the country to do the bidding of Big Tobacco. All of a sudden, “normal, everyday, in-no-way-employed-by-Philip Morris Americans” were popping up everywhere. And it turned out they were outraged — outraged! — by exactly the things APCO’s clients hated (such as, the government telling tobacco companies what to do). In particular, they were “furious” that regular people had the right to sue big corporations…you know, like Philip Morris. (For details, see the 2000 report “The CALA Files” (PDF) by my friends and colleagues Carl Deal and Joanne Doroshow.)