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I'm not familiar with the term 'submarine' in this context, does that refer to some sort of stealth advertising?

I believe it's from [1] by Paul Graham.

[1] http://www.paulgraham.com/submarine.html

I can't immediately find a source with a date, but I'm pretty sure using submarine to mean undisclosed happened before Paul Graham was born.

OP used the term specifically to refer to PR-generated articles in prestige media like the NYT, which was probably a direct allusion to Graham’s essay.

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