Other athletes have signed up as spokespeople for FRS. They include Tim Tebow, a quarterback for the New York Jets, and Christie Rampone, the captain of the U.S. Soccer Team and Olympic Gold Medalist.

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The nonpareil of charming hypocrisy, though, would be the French police chief in Casablanca, Captain Renault - Claude Rains' fox with a heart of gold - who is forced by the Germans to close Rick's bar and casino, announcing: "I'm shocked, shocked to find that gambling is going on in here!"

BBC: Finding joy in the hypocrisy of others

This was a move of Captain-Kirk-like chutzpah on the part of chief executive Mitchell Gold, because the two late-stage studies the company had conducted had both, by the measures of clinical trial statistics, failed.

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It was at the Anchorage games that the United States emerged as the "premier power in world bearding, " according to Beard Team USA captain Phil Olsen, who predicts that America will net a staggering eight out of 17 possible gold medals at the games.

CNN: STORY HIGHLIGHTS

Team captain Jenny Meadows, bronze medallist at the World Championships last summer, will be going for 800m gold on Sunday.

BBC: Jessica Ennis & Dwain Chambers win at World Indoors