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In September last year, it brought back its "never knowingly undersold" price pledge, two years after abandoning it.

"It's really hard to undersell the impact of having a little bit of vision," Brendan says.

Calling Musk the "shadow president" may be underselling the severity of the situation.

Politicians had also sometimes used the term to "undersell the role", it says.

From the size of the crowds standing outside theaters showing “Anora” at Telluride, you might have suspected Baker was underselling his movie a bit.