I love that a secret nuclear bunker has a Web site.
There are some indications that the questionable-looking restaurant down the street from me might be a well-kept secret (yeah, it's in the Post, but not on Yelp) as opposed to just a very scary place. They just started selling sushi, too, though, which sort of seems to dilute their non-brand.
Speaking of branding, Apple is going to lose their counter-culture good-guys rep really quickly if they keep making asshole maneuvers.
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