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A very interesting pattern indeed. Avi Loeb keeps discovering "amazing" evidence of alien life, that he seems very convinced about. It always happens to be underwhelming unfortunately. But perhaps this is what he wants to achieve, a brief spotlight to sell his books to the captivated masses.
I've always been skeptical of Avi Loeb''s intentions since the "interstellar" meteor found underwater, which he vaguely alluded to the possibility of it being an alien craft, and we never really got an answer.
Omuamua was also a big nothing burger, but gathered a lot of media attention.
3i/Atlas got even more attention quickly because people correlated it with what Jeremy Corbell said about an alien craft coming to earth, another outstanding claim. But the funny part is that Jeremy Corbell himself said that 3i/Atlas has nothing to do with his statement.
The whole UFO topic seems to be a really convenient way for people to gather attention, and make money and sell their stories,books or even movies and podcasts.