California's secretary of state said "they broke the law," called their conduct "absolutely reprehensible," and banned their machines in four counties, but maybe the news isn't all bad for e-voting company Diebold Election Systems [3]. "It could affect the stock for a week or two," said corporate branding executive Clayton Tolley, but "generally, it's a passing fad that will fade within six months." Diebold spokesperson Mike Jacobsen pointed out "we're a business-to-business firm... not a consumer company," so negative public opinion doesn't hurt as much. To make sure, Diebold Election Systems just hired a second national PR firm [4], Edward Howard & Co, to work with Public Strategies Inc to boost the company's reputation. Tolley also suggests the Diebold parent company distance itself from Diebold Election Systems: "I'd try to insulate the business units."