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The Entertainment Software Association, a videogame lobbying group, was searching for a new PR agency earlier this year. After the ESA declined Hill & Knowlton's advances, the firm released a poll stating that 60 percent of respondents agree the government should regulate videogames — exactly the kind of thing the ESA fights. Hill & Knowlton says it's all just a coincidence. Just like in high school, when you coincidentally write nasty things in a slam book after some other girl steals your boyfriend.