Less than 24 hours after the report’s release, however, it has already produced over 3 million results on a Google news search. And on social media, the alarming publication has drawn the attention of well-known public figures, like actor and activist Alyssa Milano, comedian Billy Eichner, and Family Guy-creator Seth MacFarlane. Some, like comedian and television host James Corden, and actor Kevin Bacon, have also questioned its timing.

During a Friday media call about the report, federal experts were repeatedly asked about the timing of the release. They said the publication was finished early, and that they wanted to publish it before two major climate conferences set for December; though it remained unclear why Black Friday was chosen, and not, for instance, the following Monday. On the call, experts emphasized that the content of the report had not been altered by administration officials.

Releasing news on Fridays, or near major holidays, is a known strategy used to mitigate the impact of potentially critical or damaging information. The report directly contradicts much of Trump’s own approach to climate change, which is focused on environmental deregulation.

On the day before Thanksgiving, when the National Oceanic and Atmospheric Administration announced the report’s updated release date, the president again questioned the validity of climate science via Twitter.

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