In June 2020, a user complained about gaps in the service provided by an Indian SaaS startup. He took to Twitter to share his disappointment and tagged the company’s handle garnishing it with some wicked hashtags. Since the company was active on the micro-blogging platform, a customer care executive quickly got in touch with the user and took the issue behind the wall of direct messaging. The tweet soon flew under the radar of the company’s followers and that of the user’s. But there was something else brewing in a neighbouring network.