The parties applying pressure are not always who they appear to be. Short-sellers masquerade as activist investors seeking to optimize shareholder value. Social activism can be a front for attacks that further a competitor’s or other adversaries’ agenda. One-sided media reports are shaped by hidden interests that remain safely behind the scenes. We identify who the attackers really are, map out their motivations, assess the resources at their disposal and employ historical context to predict their next moves and plan potential responses.