Absolutely, billions (or trillions) of dollars of value and the future of the parties and our trade relations are at stake.

For Paramount, I'd imagine they have no choice but to do this. It would be naive to think its opponents aren't astro-turfing the other side.

The opponents don't have to astro-turf. They can express their genuine feelings about the merger and the well known problems of media consolidation. Paramount has to astro-turf because there isn't any actual support for what they want outside of the small number of people who will make a ton of money in the deal.