Peers can joke around, gossip, gripe, and poke fun at each other.

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Fun girls know how to take a joke.

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"This is all in good fun, but it's not a joke, " says Mr. Olsen, a lawyer in Tahoe City, Calif.

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It's all in good fun, of course, and Phil's handlers are getting in on the joke.

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And when a rival made a commercial that poked fun of Alli's downside, GSK created a link to the spot to join in on the joke.

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