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and Values

oes she use the term


~s a "culture? Even the title
Across the ~
~ept of "culture." Is Kleins ~
I by this textbooks title?
~mpare her description of
ure with Eric S. Cohens ~
I), In what ways does
m to surest a deeper spiri"Buyers Remorse," in

or, if youre a parent, how


and peers? Where
el? Klein argues that adverer goods merchants are
~ining whats "cool" in youth
4edge. If you were working
ew would you recommend
class?
sol, Klein describes efforts
ers, and others to capitalscribe how consumer
)rtrayed in music videos of
our choice), For example,
n specific brand names in
implied by these links be~nd compare the marketf[fferent groups of people,
hletes. Where do those
,pare a brochure from a
alumni contributions with
~ated by the admissions
;ampus used, either im~olleges programs and

Journalist and activist Sarah Anderson is the director of


:he Global Economy Project at the Institute for Policy
Studies, a progressive think tank in Washington, D.C.
Her ~vork for the IPS Global Economy Project includes
researching the impact of financial globalization on issues of social justice and environmental sustainability.
Anderson, ~vho holds a masters degree in international
affairs from American University in Washington, D.C.,
and a B.A. in journalism from Northxvestern University,
worked as a consultant to the U.S. Agency for International Development from 1989 to 1992, when she
joined the Institute for Policy Studies. She sits on the
steering committee of the Alliance for Responsible
Trade and is a board member of the Coalition for Justice in the Maquiladoras. Andersons inxiestigations into
the social and environmental impact of corporationfriendly political policies have been published in many
magazines and journals, including The Progressive,
where "Wal-Marts War on Main Street" appeared in
1994. Founded in 1909 as % magazine of progress, social, intellectual, institutional," The Progressive has for
nearly a century been an advocate for "democracy,
)eace, social justice, civil rights, civil liberties, and environmental awareness," according to its website:
< http://www.progr essive.org/>.

The basement of Boyds for Boys and Girls in downtown Litchfield, Min- t
nesota, looks like a history museum of the worst in childrens fashions. All
the real duds from the past forty years have accumulated down there: wool
pedal-pushers, polyester bell-bottoms, wide clip-on neckties. Theres a big box
of 1960s fat~ fi~r hats, the kind with the fur pompon ties that dangle under a
girls chin. My father, Boyd Anderson, drags all the old stuff up the stairs and
onto the sidexvalk once a year on Krazy Daze. At the end of the day, he lugs
most of it back down. Folks around here dont go in much for the retro look.
At least for nmv, the museum is only in the basement. Upstairs, Dad
2
continues to run one of the few remaining independent childrens clothing
stores on Main Street, USA. But this is the age of Wat-Mart, not Main
Street. In 1994, the nations top retailer plans to add 110 new U.S. stores
to its cutrent total of 1,967. For every Wal-Mart opening, there is more
than one store like Boyds that closes its doors.
259

260

Cllapter 5 Getting and Spending: Shopping, Working, and Values

Litchfield, a town of 6,200 people sixty miles ~vest of Minneapolis, 3


started losing Main Street businesses at the onset of the farm crisis and the
shopping-mall boom of the early 1980s. As a high-school student during
this time, I remember dinner-table conversation drifting time and again toward rmnors of store closings. In those days, Morn frequently cut the conversation off short. "Lets talk about something less depressing, okay?"
Now my fmnily can no longer avoid the issue of Main Street Litchfields 4
precarious future. Dad, at sixty-eight, stands at a crossroads. Should he retain his faith iu Main Street and pass Boyds dmvn to his children? Or
should he listen to the pessimists and close up the forty-one-year-old family business before it becomes obsolete?
For several years, Dad has been reluctant to choose either path. The s
transition to retiretnent is difficult for most people who have ~vorked
hard all their lives. For him, it could signify not only the end of a ~vorking caree~; but also the end of small-town life as he knows it. When
pressed, Dad admits that business on Main Street has been going downhill for the past fifteen years. "I just cant visualize what the future for
downtown Litchfield ~vill be," he says. "Ive laid awake nights worrying
about it because I really dont want my kids to be stuck with a business
that ~vill fail."
I am not the aspiring heir to Boyds. I left Litchfield at eighteen for the 6
big city and ~vould have a tough time readjusting to small-town life. lvly
sister Laurie, a nurse, and my sister-in-law Colleen, who runs a farm with
my brother Scott, are the ones eager to enter the ring and fight the retail
Goliaths. Both women are well suited to the challenge. Between them, they
have seven children ~vho will give thmn excellent tips on kids fashions.
They are deeply rooted in the community and idealistic enough to believe
that Main Street can survive.
My sisters are not alone. Across the country, thousands of rural peo- 7
pie are battling to save their local dmvntmvns. Many of these fights have
taken the form of anti-Wal-Mart campaigns. In Vermont, citizens
groups allowed Wal-Mart to enter the state only after the company
agreed to a long list of demands regarding the size and operation of the
stores. Three Massachusetts towns and another in Maine have defeated
bids by Wal-Mart to build in their communities. In Arkansas, three independent drugstore mvners won a suit charging that Wal-Mart had
used "predatory pricing," or selling below cost, to drive out competitors. Canadian citizens are askiug Wal-Mart to sign a "Pledge of Corporate Responsibility" before opening in their towns. In at least a dozen
other U.S. communities, groups have fought to keep Wal-Mart out or to
restrict the firms activities.

cerns generally fall


Sprawl Mar
outside to
This usual
ing the co:
lines, waa
spite suffk
Wal-Mart c~
shown tha
times the e
since a
headquarti
Wal-Mart de
funded co:
that it wo~
Although
field store~
iobs, beca~
have to co:
Citizen Wal-~
Mart destr
the town
new busine
have no cl"
One-stop sh(
keep W:al-~
said he sa~
realized th(
small-town

decided it
So far Litchfield
the town
each less
emy is~ Morn and I
twent}
Just inside the,
(actually the greeters
from shoplifting). We
had been a cashier at

Sarah Anderson Wal.Marts War on Main Street 261

o( Minneapolis,
rm crisis and the
)1 student during
me and again tomtly cut the conzssing, okay?"
Street Litchfields
ds. Should he reiris children? Or
,he-year-old rameither path. Tile
ho have worked
e end of a workknows it. When
eea going downat the future for
nights worrying
with a business
eighteen for the
ll-town life. My
rnns a farm with
~d fight tile retail
tween them, they
.n kids fashions.
hough to believe
nds of rural peothese fights have
rmont, citizens
er the company
operation of the
ne have defeated
kansas, three
r Wal-Mart }lad
ve out competi"Pledge of Cort at least a dozen
l-Mart out or to

By attacking Wal-Mart, these campaigns have helped raise awareness


of the value of locally owned independent stores on Main Street. Their concerns generally fall in five areas:
Sprawl Mart: Wal-Mart nearly always builds along a highway
outside town to take advantage of cheap, often unzoned land.
This usually attracts additional commercial development, forcing the community to extend services (telephone and power
lines, water and sewage services, and so forth) to that area, despite sufficient existing infrastructure downtown.
WaI-Mart channels resources out of a community: Studies have
shown that a dollar spent on a local business has four or five
times the economic spin-off of a dollar spent at a Wal-Mart,
since a large share of Wal-Marts profit returns to its Arkansas
headquarters or is pumped into national advertising campaigns.
WaI-Mart destroys jobs in locally owned stores: A Wat-Martfunded community impact study debunked the retailers claim
that it would create a lot of jobs in Greenfield, Massachusetts.
Although Wat-Mart planned to hire 274 people at its Greenfield store, the community could expect to gain only eight net
jobs, because of projected losses at other businesses that would
have to compete with Wal-Mart.
Citizen Wal-Mart? In at least one town--Hearne, Texas--WalMart destroyed its Main Street competitors and then deserted
the town in search of higher returns elsewhere. Unable to attract
new businesses to the devastated Main Street, local residents
have no choice but to drive long distances to buy basic goods.
One-stop shopping culture: In Greenfield, where citizens voted to
keep Wal-Mart out, anti-Wal-Mart campaign manager A1 Norman
said he saw a resurgence of appreciation for Main Street. "People
realized theres one thing you cant bny at Wal-Mart, and thats
small-toxvn quality of life," Norman explains. "This community
decided it was not ready to die for a cheap pair of underwear."

So far Litchfield hasnt been forced to make that decision. Nevertheless,


the town is already losing at least some business to four nearby XVal-Marts,
each less than forty miles from town. To find out how formidable this enemy is, Morn and I went on a spying mission to the closest Wal-Mart,
V.venty miles axvay in Hutchinson.
Just inside the door, we were met by a so-called Wal-Mart "greeter"
(actually the greeters just say hello as they take your bags to prevent you
from shoplifting). We realized we knew her. Before becoming a greetm; she
had been a cashier at a downtown Litchfield supermarket nntil it closed

262

Chapter 5 Getting and Spending: Shopplng, Worklng, and Values

early this year. I tried to be casual when I asked if she greets many people
from Litchfield. "Oh, a-a-a-ll the time!" she replied. Sure enough, Morn
immediately spotted one in the checkout liue.
Nt wanting t tok too suspicious, we moved on toward the chitdren,s
department, where we discreetly examined price tags and labels. Not all,
bu.t mauy items were cheaper than at Boyds It was the brainwashing campa~gn that we found most intimidating, though. Throughout the store were
huge red, white, and blue banners declaring BRING IT HOME TO MvlERICA.
Confusingl); the labels ou the childrens clothing indicated tbat they had
been imported from sixteen countries, including Haiti, where an embargo
on exports was supposed to be in place.
Of course, Wal-Mart is not Main Streets only foe. Over coffee at the
Main Street Care, some of Litchfields tong-time merchants gave me a
litany of additional complaints. Like my dad, many of these men remember when three-block-long Maiu Street was a bustling social and cormnercial hub, with two movie theaters, six restaurauts, a department store, and
a grand old hotel.
Present-day Litchfield is not a ghost town, but there are four empty
storeffonts, and several former commercial b~ildings now house offices for
government service agencies. In recent years, the downtown has lost its last
txvo drugstores and t~vo supermarkets. As a resuk, elderly people who live
downtown and are unable to drive can uo longer do their own shopping.
My dad and the other merchants place as much blame for this decline 14
on cutthroat suppliers as on Wal-Mart. The big brand names, especially,
have no time anymore for small clients. Don Brock, who ran a furniture
store for thirty-three years before rething in 1991, remembers getting an
honorary plaque from a manufacturer whose products he carried for many
years. "Six months later I got a letter saying they were no longer going to
fill my orders."
At the moment, Litchfields most pressing threat is a transportation de. is
partment plan to reroute the state highway that now runs down Main
Street to the outskirts of town. Local merchants fear the bypass would kill
the considerable busiuess they now get from travelers. Bypasses are also
magnets for Wal-Mart and other discounters attracted to the large, cheap,
and often unzoned sites along the bypass.
When I asked the merchants how they felt about the bypass, the table a6
grew quiet. Greg Heath, a florist and antique dealer, sighed and said, "The
bypass will come--it might be ten years from no% but it will come. By
then, well either be out of business or the bypass will drive us out."
The struggles of Main Street merchants have naturally created a growth 17
iudustry in consultants ready to provide tips on marketing and customer

relations. Con:
ual merchant:
the enormous
is with active p
National Cent~
Sotne of th
community de
governed by a ~
dation and gov
ment and abou
corporation to ~
nesses ~vere bo~
sistance, the an
Although ~
ated to serve l
could be equall
church, civic, al
development cc
sides revitalizin
a buy local cu
The Nation:
provides some
vices. The Cent
among mercha~
focus on impro
stores, which ca
No matter h
fail without loc
ral people to co~
the high levels c
worried about
at your local ha
Another pr
hoods, many rl
concluded that
for their o~vn
through forecl,
move to Mexic
Litchfield i~
confidence and
ing ceremony, ]

Sarah Anderson Wal-Marts War on Main Street 963

:eets many people


enough, Morn
yard the childrens 11
nd labels. Not all,
,rainwashing camumt the store xvere
IOME TO AMERIGA.

1ted that they had


~vl~ere an embargo
Over coffee at the
chants gave me a
t~aese men remem)cial and commerarnnent store, and
re are four empty 13
a, house offices for
,wu has lost its last
ly people who live
fir own shopping.
nae for this decline t4
names, especially,
ho ran a furniture
~embers getting an
e carried for many
~:o longer going to

transportation deruns dmvn Main


bypass xvould kill
Bypasses are also
o the large, cheap,
-~ bypass, the table 16
aed and said, "The
:t it will come. By
rive ns out."
y created a growth 17
mag and customer

relations. Community development experts caution, though, that individual merchants acting on their own cannot keep Main Street strong. "Given
the enormous forces of change, tire only way these businesses can survive
is with active public and government support," says Dawn Nakano, of the
National Center for Economic Alternatives in Washington, D.C.
Some of the most effective efforts at revitalization, Nakano says, are 18
community development corporations--private, nonprofit corporations
governed by a community-based board and usually funded in part by foundation and government money. In Pittsburgh, for example, the city government and about thirty nonprofit groups formed a community development
corporation to save an impoverished neighborhood where all but three businesses xvere boarded up. Today, thanks to such financing and technical assistance, the area has a lively shopping district.
Although most community development corporations have been cre- 19
ated to serve low-income urban neighborhoods, Nakano feels that they
could be equally effective in saving Main Streets. "Theres no reason why
church, civic, and other groups in a small town couldnt form a community
development corporation to fill boarded-up stores with new businesses. Besides revitalizing Main Street, this could go a long way towards cultivating
a buy local cultnre among residents."
The National Main Street Center, a Washington, D.C.-based nonprofit, ~0
provides some of the most comprehensive Main Street revitalization services. The Center has helped more than 850 towns build cooperative links
among merchants, government, and c~nzens. However, the Center s effort
focus on improving marketing techniques and tire physical appearance of
stores, which can only do so much to counter the powerful forces of change.
No matter how well designed, any Main Street revitalizatin Pr ect will ~
fail without local public support. Unfortunately, it is difficult for many rural people to consider the long-term, overall effects of their purchases, given
the high levels of rural unemployment, job insecurity, and poverty. If youre
worried about paying your rent, youre not going to pay more for a toaster
at your local hardware store, no matter how much you like your hometown.
Another problem is political. Like those in decaying urban neighbor- 22
hoods, many rural people have seen the signs of decline around them and
concluded that they lack the clout necessary to harness the forces of change
for their own benefit. If youve seen your neighbors lose their farms
through foreclosure, your school close down, and local manufacturing
move to Mexico, how empowered will you feel?
Litchfield Mayor Ron Ebnet has done his best to bolster community 23
confidence and loyalty to Main Street. "Every year at the Christmas lighting ceremony, I tell people to buy their gifts in town. I know everyone is

264

Chapter 5 Getting and Spending: Shopplag, Worklng, and Values

sick of hearing it, but I dont care." Ebnet has ~vhipped up opposition to
the proposed bypass, with strong support from the city council, chamber
of commerce, the newspaper editor, and the state senator. He also orchestrated a dowutown beautification project and helped the town win a state
redevelopment grant to upgrade downto~vn businesses and residences.
Ebnet has failed to win over everyone, though. Retired merchant Don 24
Larson told me about a local resident ~vho drove forty miles to get something seventeen cents cheaper than he could buy it at the Litchfield lumberyard. "I pointed out that he had spent more on gas than hed saved, but
he told me that it was a matter of principle. I thought, what about the
principle of supporting your community? People just dont think about
that, though."
Mayor Ebnet agrees, "Many people still have a 1950s mentality," he 2s
says. "They cant see the tremendous changes that are affecting these small
businesses. People tell me they want the bypass because theres too much
traffic dowutown aud they have a hard time crossing the street. And I ask
them, but what wilt you be crossing to? If we get the bypass, there will be
nothing left!"
Last summer, with the threat of the bypass hanging over his head, Dad 26
bec.ame increasingly stubborn about making a decision about the store. His
anuque Underwood typewriter was never more productive, as it banged
out angry letters to the state transportation department.
My sisters decided to try a new tactic. While my parents were on vaca- 27
tion, they assaulted the store with paintbrushes and wallpapeq transforming ~vhat had been a rather rustic restroom and doing an unprecedented
amount of redecorating and rearranging.
The strategy worked. "At first, Dad ~vas a bit shocked," Laurie said. 28
"He commented that in his opinion, the old toiletpaper dispenser had been
perfectly fine. But overall he ~vas pleased with tile changes, and two days
later he called for a meeting ~vith us and ore" spouses."
"Your dad started out by makiug a little speech," Colleen said. "The 29
first thing he said was, Well, things arent how they used to be. Then he
pulled out some papers hed prepared and told us exactly how much sales
and profits have been over the years and what we could expect to make.
He told us what he thinks are the negative and tile positive aspects of the
job and then said if ~ve were still interested, we could begin talking about
a starting date for us to take over."
Dad later told me, "The only way I could feel conffortable about Lau- 30
tie and Colleen running the store is if it was at no financial risk to them.
So Im settiog up an account for them to draw from--enough for a oneyear trial. But if they caut make a good profit, then thats it--Ill try to sell

the business to
theyre getting

things are going to


My sisters are
Main ~
a customer s

going to see a big


Colleen says. "There
Twin Cities to take:
even be more inclined
here their
Small towns
ping and socializing
no use denying it.
ture? Will it
do with buildi
portation, ~vhose
suppliers primarll
it be the people who 1
essential to ~
In my
First, shortly before
portation department
way bypass project be
finally get a rest.)
soon be hanging over
that Main Street, whi
Thinking Critically
1. Sarah Anderson n
the decline of
What other cause:
2. Why does Andersr
write in the first
she is a professior
is an experienced \
person bring to her
3. Anderson
supported and
either implicitly or ~

,pposition to
cil, chamber
also orchesn win a state
>sidences.
~erchant Don 24
to get sometcbfield lumed saved, but
~at about the
d~ink about
~entatity," he
ng these small
res too much
eet. And I ask
, there will be
his bead, Dad 26
: the store. His
, as it banged

transformanprecedented

," Laurie said.


enser had been
and two days

een said. "The 29


o be. Then he
ow much sales
vpect to make.
aspects of the
talking about
hie about Lau- 30
tl risk to them.
.ugh for a one--Ill try to sell

Sarah Anderson WaI-Marts War on Main Street 265

the business to someone else. I still worry that they dont know what
theyre getting themselves into. Especially if the bypass goes through,
things are going to be rough."
My sisters are optimistic. Tbey plan to form a buying cooperative witb 31
Main Street childrens clotlfing stores in other towns and have already drafted
a customer survey to help them better understand local needs. "I think were
going to see a big increase in appreciation of the small-town atmosphere,"
Colleen says. "There are more and more people moving to Litcbfield from the
Twin Cities to take advantage of the small-town way of life. I think they might
even be more inclined to support the local businesses than people whove lived
here their whole lives and now take the tmvn for granted."
Small towns cannot return to the past, when families did all their shop- 32
ping and socializing in their hometown. Rural life is changing and theres
no use denying it. The most important question is, who will define the future? Will it be Wal-Mart, whose narrow corporate interests have little to
do with building healthy communities? will it be the department of transportation, whose purpose is to move cars faster? Will it be the banks and
suppliers primarily interested in doing business with the big guys? Or will
it be the people who live in small towns, whose hard work and support are
essential to any effort to revitalize Main Street?
In my hometmvn, there are at least two new reasons for optimism. 33
First, shortly before my deadline for this article, the Minnesota transportation department announced that it was dropping the Litchfield highway bypass project because of local opposition. (My dads Underwood will
finally get a rest.) The second reason is that a new teal green awning will
soon be hanging over the front of Boyds--a symbol of one familys belief
that Main Street, while weary~ is not yet a relic of the past.

Thinking Critically
1. Sarah Anderson makes it clear that WaI-Mart is just one of many causes of
the decline of rural Main Streets in her hometown and across America.
What other causes for the decline of Main Street does she describe?
2. Why does Anderson choose to draw from her personal experience and to
write in the first person? You know, from the headnote to this essay, that
she is a professional journalist and public policy researcher. Given that she
is an experienced writer and researcher, what does her choice of the first
person bring to her argument?
3. Anderson suggests ways in which Main Street revitalization projects can be
supported and made effective. What other reasons does she express-either implicitly or explicitly--for the revitalization of Main Streets?

266

Chapter 5 Getting and Spending: Shopping, Working, and Values

Writing Critically
1. Several writers in Cl~apter 2, including Blake Hurst (see pp. 58-65),
Jedediah Purdy (pp. 66-77), and Bill McKibben (pp. 82-91), describe challenges to the values and lifestyles of small towns and rural communities. In
what ways do the problems that Sarah Anderson describes support the observations of Hurst, Purdy, or McKibben? What is the relationship between
financial and commercial support for small towns and the "values" of the
small towns community?. (For inspiration, rent a DVD of the great 1946
James Stewart movie Its a Wonderful Life, and pay particular attention to
the role that the bank plays in Bedford Falls as compared with the banks
role in Pottersville.)
2. Anderson describes the efforts made by Litchflelds Mayor Ron Ebnet to
"bolster community confidence and loyalty to Main Street." In what ways do
these efforts reflect the values of Litchfields community? What is the
"principle" that retired merchant Don Larson describes, and how does that
principle reflect community values? What is the "small-town way of life"
that people from urban areas, such as the Twin Cities, expect to enjoy
when they move to smaller communities like Litchfield? Is it reasonable or
fair to expect citizens of a small town to uphold certain communal values if
doing so means sacrificing certain personal benefits?
3. Sinclair Lewis described a fictional but quintessential Minnesota small
town in his 1920 novel Main Street, which is available online from the University of Virginia Electronic Text Center at <http://etext.llb.virginia.edu/toc/
moden~/public/LewMain.html>. What "Main Street" values described by
Lewis are reflected in Andersons essay? Compare the attitudes toward
those values reflected in Lewiss novel and in Andersons essay. You might
also include in your discussion one of the selections from Chapter 2.

Serving in Florida
RA EHRENREICH
This chapter from Barbara Ehrenreichs book Nickel
and Dimed. On (Not) Getting By in America (2001),
reflects Ehrenreichs extraordinarily engaged and compassionate approach to her work as a journalist. For
Nickel and Dimed, Ehrenreicb spent several momhs
working lo~v-wage jobs in Maine, Minnesota, and
Florida, attempting to live solely on her earnings from
her work as a waitress, a housekeeper, and a Wal-Mart
salesperson, among other jobs. Her chronicle of the
daily injustices faced by Americas working poor--and
her portraits of individual men and wmnen who maintain their dignity despite these obstacles--was a New

picture a fat
there is
the cheese fries.
The kitchen is a
garbag
the edible and the
enigmatic Jerrys s
to walk through tl
irons. Sinks
lemon wedges,
counter and you
and this
up lettuce onto th
bro~vns from ,
unisex rest room
missing--soap~
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and too bad about
ize it~ ahnost literal
The break roo~n
there ar{
except to
adjacent to the bathl
rum of the gastroarc
area is to house the
cigarettes burning a
waste time lighting ~
everyone smokes as
multinational m~lan

Publisher: Patricia Coryell


Editor ht Chief: Suzanne Phelps Weir
Senior Development Editm~ Meg Botteon
Assistant Editor: Jane Acheson
Editorial Associate: John McHugh
Project Editor: Kerry Doyle
Senior Marketing Manager: Cindy Graft Cohen
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RHETORICAL CONTENTS
PREFACE xxvii

1. Critical Thinking, Read


the Cultural Divides
2. Red or Blue? Values, Ct
3. Voting and Values: Are

Cover images:
New Citizens Say the Pledge of Allegiance S. Meltzer/Photolink
Amish Farmer Corbis, Royalty-Free.
Man with Flag The Olympian, Olympia, Washington
Antiques Roadshow Jeffrey Dunn for WGBH

4. The Home Front: Who


5. Getting and Spending:
and Values 235
6. Faith and Reason: Wha
7. America the Beautiful:

Credits appear on pages 749-756, ~vhich is an extension of the copyright page.

8. The Body Politic: Publi


9. Johmty Cant Read: Thl

Copyright 2006 by Houghton Mifflin Company. All rigbts reserved.

10. Whats the Frequency?


and Entertainment:

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11. Safe and Secure: What

Primed in the U.S.A.


Library of Congress Control Nmnber: 2005926850
ISBN: 0-618-60828-1
1 23 4 5 6 7 8 9-MP-09 08 07 06 05

12. From Outside In: Amer


APPENDLX: RESEARCHING ACR(

CRtDrrS 749
INDEX OF AUTHORS AND T1TL[

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