This is not to say social media was warmly embraced as it spread from person to person and from company to customer.

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The legions of Mets loyalists have warmly embraced him and he has reciprocated in a myriad of ways that most could never imagine.

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"We all hope Messi is fit and ready to go - we wish him the best, " added Beckham, who had warmly embraced the Argentine before the game.

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Baseball has no hipster feel, and it certainly has displayed little gumption to further implement technology into its proceedings the way seemingly many other sports (including the NBA) have warmly embraced.

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"We've been really warmly embraced, " agrees Marshall.

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Even the Romantics, who were beginning to turn against the harsh formality of science, embraced it warmly.

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After the enormous success of the Olympics - boldly dubbed "the warm-up" by Channel 4 in its "Superhumans" ad campaign - there was a danger that the Paralympics could have been a damp squib if the media had not embraced the Games so warmly.

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