But it turned out when you actually got in there and started looking at what they were doing, they were building a house of cards.

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"There had been a concern that if you were doing a transaction that involved a popular Chinese brand it would be difficult to get that through, " said Frank Schonevald from McDermott, Will and Emery law firm in Shanghai.

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There were the hedge funds that were doing the carry trades where you borrow in the U.S. or Japan a low rate and then you go to Brazil.

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The folks at Mahaya realized there was no way to see a concert or performance in a good perspective if you missed the event, but they knew there were thousands of people going to these events and doing all kinds of recording and posting it to social spaces.

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And there might be nothing wrong with that, if it so happens that what you were doing anyway represents a nice coherent set of activities.

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They spent a good portion of the ceremony dancing and doing the wave. (Laughter.) I mean, you know, there were Cubanos there.

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If you had something to sell, your chances of finding the most buyers were enhanced by listing it there, even if doing so cost a little more than other markets.

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