“The private prison industry, aware of its nagging public-relations problems, ‘is rebranding—embracing this whole [reform] movement,’ says Isaacs. “You see this kinder, gentler rhetoric about how much they care about re-entry and reforming people’s lives and helping [people]. Essentially, they’re hijacking the rhetoric of the prison reform movement to their own ends. They’re saying, ‘well yes, prisons are terrible places so we’re going to create this other kind of institution that we’re not going to call a prison. It’s a shell game.’”