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Riding high off being name dropped in last night's Breaking Bad, the New York Times' Andrew Ross Sorkin decided to extend the gag by actually writing a fake column referenced in the show. 

In the show (get ready for spoilers if you decided to watch the Emmys instead of last night's episode), Walt is at a bar when he sees Charlie Rose interviewing Elliott and Gretchen Schwartz, his former friends, about a grant for drug treatment centers. Rose, in the interview, says: "Andrew Ross Sorkin of The New York Times wrote a column suggesting that the grant was a kind of publicity maneuver to shore up the stock price of Gray Matter Technologies because of your association with Walter White." Sorkin's DealBook was clearly happy to get the publicity, and this afternoon Sorkin published the "actual" column. In it he writes

Maybe it is cynical to suggest, but the timing and backstory of the grant is raising red flags among some investors on Wall Street and prompting some to ask: Is the donation a publicity stunt meant to mask troubling news about the company?

    Little known except to a small cadre of industry insiders, the Schwartzes have been scrambling in recent weeks to keep a long-running secret from being revealed. Gray Matter’s stock has sunk over the last week as speculation has mounted that the company could be tied to a drug kingpin in Albuquerque who has made national headlines: Walter White, the former chemistry teacher turned international methamphetamine dealer known as “Heisenberg.”

    So there you have it. This is what it looks like when a financial journalist has a brush with Hollywood. Or, you know, what it would be like if Walter White were an actual person.

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