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What the heck, Jonah?

The CEO of BuzzFeed, today on Twitter dot com:

There are a lot of questions to ask about this tweet. Why would you just say this to the founder and CEO of BuzzFeed? Why would the CEO of BuzzFeed tweet something like this, which would surely get a reaction? Does Ivanka, like her father, not know how the internet works? Is Ivanka a fan of Archer? But presumably context—which will likely ruin this otherwise perfect tweet—is coming. In the meantime, the only question is, “What the heck, Jonah?”