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What occurred in Finland last Friday was the culmination of a year's intensive preparation involving 193 tons of the most advanced deep-sea recovery equipment. This much was certain: Christian Ekstrom, an amateur diver based in the remote Åland Islands, had no idea of what he had unearthed during a fairly routine dive he made during the summer of 2010. Who, after all, could possibly imagine that his find would result in one of the biggest branding exercises ever--or at least ever to take place in France?
