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The Russo-Ukrainian War has raised significant questions about not only the role of cyber operations in conflict but also the measure of private sector engagement and participation in these contexts. But neither is Ukraine the only testing ground, nor is the presence and gap-filling of private companies in conflict and crises new. This lecture will explore the antecedents, enablers and recent examples of how companies have sought to legitimize and expand their presence in providing cybersecurity in conflict and crises.