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The Sun newspaper thinks Deus Ex's Sarif Industries is real

Some research needed
Thu Oct 17 2013, 13:25

UK RED TOP NEWSPAPER The Sun has confused a fake company with a real one in a picture story about upcoming technologies.

Nestled among future technology devices like a Star Trek style communicator is a cyber eyeball from Sarif Industries, a company that does not exist outside the game world of Deus Ex: Human Revolution.

We don't know how the mistake came about. The Sun is known for checking sources closely, too closely in some cases. Twitter, of course, is all over this, and the link to the offending article has been shared many times.

We tried a search for "Sarif Industries" on the internet and it was pretty clear that it is part of a game.

The fake firm's website looks legitimate, up to a point. Its homepage says "no return" on it in a strange font. Putting aside how sinister that is, it is not something that we would normally associate with a technology company.

Going into the website we were treated to a gory video about human augmentation, which we are told is being forced on people. It is supposed to look like someone has hacked the webpage and posted it. How the Sun missed it we do not know. It manage to find an image of one of the firm's fake robotic eyes, though.

We don't know where the Sun shops, but we have never seen such things on offer. The Sun said in its copy that Sarif Industries has developed a plugin eyeball, with a straight face. It even backed up that statement with a picture.

Perhaps more believable was the story that the Lulzsec group put on on the Sun's website in 2011 as part of a campaign against Rupert Murdoch and his propaganda outlets. µ


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