When I was young, many companies offered free merchandise if you sent in a specific number of box tops or seals with a “small fee for postage and handling.” After eating many boxes of the same cereal, Mom would be presented with a stack of box tops and I would beg for a check to cover postage and handling so I could have my very own cereal bowl with the cereal logo on it. Of course, Mom would comply and even help find a big envelope, address it, fill out the order form and buy a bunch of stamps to send it off. Every day after that I would check the mail for my very own cereal bowl. Finally, my...

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