Instead, eers PCS-250 headphones rely on a unique SonoFit fitting process in which silicone epoxy slowly oozes into the ears, swelling to the precise shape of each of your canals.

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For Father MacRae's part, he has no difficulty imagining any possibility fitting for a man with encyclopedic command of the process that has brought him to this pass: every detail, every date, every hard fact.

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The viral analogy is ill-fitting because it strips the audiences of active participation in the pass-along process and denies marketers a thorough understanding of the social mechanisms that guide how and what content gets shared.

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He has been trying to educate the guys in correctly fitting pants and polos for years, but, like me, has found it a slow process.

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Ever since Greg Pullman, founder and owner of Pullman Coffee Tampers in Adelaide, South Australia, resized the ill-fitting tamper for the his new coffee machine in 2002, he has been fixated on the process.

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