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I was having a coffee at the little AMT kiosk in town and noticed a sign advertising AMT's new website. The tagline was (wait for it) "Don't worry it isn't boring!"

Wow. The advertising budget for that campaign must have stretched to literally tens of pence. Perhaps they made a leap for the BBEdit "It doesn't suck" pinnacle of coolness, but instead they crashed into the valley of mediocrity. I'm afraid that I was so stunned by the tagline that the URL didn't even register, so I can't provide a link. Oddly, a cursory Google didn't turn it up either.

They do make a damn fine cup of coffee, though.

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