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Dick suggests that we do certification as the equivalent of a croix de
guerre or an oak-leaf cluster. This reminds me of a technique used by the ad
industry: everyone in the industry invents "prestigious industry awards" and
then they all award them to one another.
In one town close to me, the Chamber of Commerce anoints a "Business of the
Month" award on a strict rotation. Everyone gets one eventually.
Advertising folks, if asked, will cheerfully admit the entire scam. "Great
advertising, isn't it?" they'll say.
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