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At the same time the Indonesian government, which at one point had denied that JI even existed, mounted a sophisticated campaign to dismantle the group, capturing many of its leaders and putting them on trial.
CNN: Should we still fear al Qaeda?
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In the past five years, the group has held the population to 50 by capturing, and then adopting out for free, 40 or so newly abandoned horses.
WSJ: Reviving Slaughter of Horses
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Colombia's Farc rebel group has said that it intends to carry on capturing military personnel, despite warnings that it could undermine peace talks.
BBC: Colombia's Farc to continue targeting military personnel
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What kept resonating was that the focus group thought correctly that the entire book was about capturing and then keeping a customer forever.
FORBES: Customers Are Willing To Make You Rich, If You Let Them (A Case Study)
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For businesses, capturing these people is not only advantageous but imperative, Stroud argues, since the group that's coming in behind them is so saddled with debt and future commitments.
FORBES: Magazine Article