Can possibly be simplified, at the cost of being less explicit

Generally, 🐮 (Cow - clone on write) is a fun utility that keeps either an owned object (String) or a borrowed reference (&str) to avoid cloning/copying (creating a new owned object from a reference) when it's unnecessary.
Here, we're only creating an owned object it is a multimedia message and when the author is present. Otherwise, we're keeping a reference to the original message text.

Technically, this could be refactored to 🐄 too - we don't have to clone the string when the original didn't change