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Present research literature is largely inclined to idealize paradoxical framing in thinking and theorizing. We critically explore the perils paradoxes present when generated by stretch goals whose \u2018achievement\u2019 is accomplished through impression management. Using the Volkswagen emissions scandal we show how paradoxical promises, embraced discursively but not substantively, created false transcendence rather than paradoxical mastery. We contribute to paradox theory by discussing how the illusion of paradox embrace can trigger dysfunctional behaviours. 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