A major consulting firm is offering a special service whereby it is able to determine the organization's dominant culture and some of its subcultures. The firm says that it does this by statistically analyzing the words and phrases in the company's annual reports, news releases and public speeches by the company's senior executives. The consultancy claims that this is an effective way of identifying the organization's culture because it does not collect any information inside the organization and, consequently, doesn't take time from any employees. Discuss the merits and limitations of this consultancy's ability to determine an organization's culture?