Lovelock is a unique town with an ingenious idea to capitalize on its name.

It was unusual for its magnitude. You could say it was an ingenious plot.

Pella is a unique town and this is a unique look for Wal-Mart.

We pooled our resources so we have a very good budget now in order to do this.

We want them to be able to converse in the international language of commerce.

We're serious. This isn't a joke, ... If an entire town changed its name to DISH, you can't buy that publicity.