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However these people don't intend to be C-suite executives.

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Rosenbaum's last 13d he said they wanted to provide guidance for the corporation and he had himself installed as CEO. Of note in 1999 Rentrak was in the process of switching their business model over from brick and mortar tracking of video rentals to tracking online. Rosenbaum was against it. Luckily somewhere along the line he was convinced of it's necessity otherwise that company would have gone into bankruptcy.