The biotech firm has said that it is taking steps to refocus its business on developing drugs from proteins and that it is looking at spinning off units such as usinganimal organs in human transplants.
Part of the campaign was based on trying to galvanise public opinion, in part by using graphic photos sourced by Noah member Anonymous for Animal Rights.
As one Treasury adviser explained it to me, they're using the government's good name to stand in for the Keynesian "animal spirits" in the private sector which are now so clearly lacking.