Having backed a loser is one thing, we've all done it, but if they persist in covering up this fur cup, the big investors will ask what other catastrophic boobs are they also covering up?
I don't see Artemis making this public, but I can see the fingerprints of their rivals all over it.
TC-T could be to Artemis what Nick Leeson was to Barings.
Dream on! They may get their pi55er pulled at the next industry junket, and the exec that signed off the sponsorship will be made to feel stupid for a bit, but that's all.