That's not to say the Focus isn't a sweet device, though: The vivid Super AMOLED display makes Windows Phone 7's colorful tile-based interface a visual treat.

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That suggests, though it does not yet prove, that there is feedback from the gut to regulate the desirability of eating sweet food.

ECONOMIST: Hormones influence how sensitive taste buds are to sugar

But Motsepe's lean operating style--not to mention the sweet financing deal--made the shafts profitable in the first year, though the initial months were nerve-racking as gold continued to fall.

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