On the surface, it looks simple enough.
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From afar, it looks so simple - a pure white wedding cake rising up from the desert.
It looks like a simple stopgap solution for bleeding retailers, but there might be a sustainable solution in here somewhere.
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At one level, it looks like a simple transfer of money from the banks to households: our gain is the banks' loss.
This need for adjunct sugar molecules is one reason why making protein-based drugs is not as simple as it looks.
It looks as though this is a deal where simple upfront money is not the catch all consideration.
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Life expectancy looks like a simple number but it's incredibly complicated - with a huge number of factors all playing a part.
To take a simple secret and perform it in a way that looks like magic is extremely difficult.
Philips has been keeping things relatively simple with its GoGear line as of late, but it looks to be getting back to full-on PMPs with its latest pair: the GoGear Ariaz and GoGear Opus.
The new user interface seems to work like a wiki, the simple collaboration system most famously used in Wikipedia, but it looks more like a Facebook or Pinterest in its prominent use of feeds and large visuals.
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Believe.in has what looks at first a very simple, indeed unbelievable, pitch: it will pass on 100% of the money you raise in donations and Gift Aid to your chosen cause.
And it's true, there's an enormous amount of effort that goes into something that looks really simple.
Rodman, known as much for his wacky looks and lifestyle off the court as his considerable success on it, said the purpose of the book is simple.
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