I never read the cheese story. But I did see a mini movie on it. And yeah, the guy was a heck of a marketeer. Captured a trend that is for sure. Kind of reminds me of the Fish guys. Made it into the fabric of business.

Switching gears, I offer up the following question. Anyone care to guess the book that has the character Jax in it? (Which is in no way like me, just a good name for the character).