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HSBC general manager Raymond Or Ching-fai has breached a golden rule of banking.
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He did not maintain a poker face when asked a tricky question.
Mr Or showed emotion.
The occasion was a media session to explain Hong Kong's new credit reference agency for small businesses.
Not content with an afternoon of spin, one reporter strayed from the path. He asked Mr Or about the sharing of individuals' positive credit data - which in theory should be able to help banks become more prudent in issuing credit cards, rather than just throwing them at customers.
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'I've got a question about the consumer credit database,' the reporter piped up. This was followed by an embarrassed pause and an even more uncomfortable, 'Sorry?'

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