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Did you see this from NPR? Suddenly, there is more context for fat nerds, uh, excuse me-- intelligent, obese and socially stigmatized individuals. Edit: That was a very interesting segue into responsibility in regard to how cognitive resources are utilized by marketing. I wonder what Alan Moore would have to say about this. He's got some interesting ideas on words and how words are used by advertisers. Warning! He's a bit nuts. But awesome.