I recently received a shipment from shoes.com. It came in a brown box just slightly larger than a shoebox with the words ‘shoes.com’ printed all over the outside. Arriving home from work I pick up the box and both my sons come running over:
Sam: What’s in the box?Errr? Sam clearly believes I am some kind of miracle worker. I’ve done some pretty impressive things for him, like pulling quarters out from behind his ear and repairing broken
Justin: What’s in the box?
Sam: Is it a flat-screen TV?
Me: Sam, it’s not a TV. It says shoes.com all over the box. What do you think is inside?
Sam: Oh, I thought it just needed some putting together.

I open the package and pull out an actual shoebox, then I open the shoebox and start pulling out the shoes.
Sam: Are they bowling shoes?What’s not to love?
Me: No! They’re not bowling shoes.
Sam: Oh, they look like bowling shoes.
Me: Yes, much more than like a flat-screen TV…
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