You'll read about the Santa Cruz fishermen who caught Dave's Fancy Chinook King Salmon by hookandline, the family farm that grew the ingredients in the Lundberg honey nut rice cakes and the creation myth behind Honest Tea's tea bags.
Lee Byrne was halted just short of the line after a fine run and the ball eventually came to Hook, who succeeded with his second attempt at a drop-goal.
Wales probed left and then switched direction to create an overlap, only for James Hook to take on the chance himself and lose control as he slid for the line under Jimmy Cowan's tackle.
For marketers, that event might look like a hook to reach a captive audience, but there is a fine line between appearing empathetic and appearing opportunistic.
Now we will find out whether the farmers and other locals really are willing to put their money on the line to hook themselves up to a fast broadband future.
He bets that corporations will ditch their old wire-line telephone hardware and buy new phones that send and receive calls over the same broadband connections that hook desktop computers to the internet.