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So what makes this attack so unique, and ultimately - successful?

Which led the researchers to the second point - attachment personalization.

Phishing

Therefore, the attachment carries the name of the target company, boosting credibility.

Finally, URL obfuscation.

The usual link in these files would look something like this: https://www.microsoft.com@malicious-site.com/invoice.pdf.

The online window ignores everything before the @ and only cares about what comes after.

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