That missing safeguard matters: All Apple products use Data Execution Prevention, or DEP, a feature that prevents malicious code from running its own commands.

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"I think suddenly the people who make women's skin-care products realized they were missing a whole other side of this business by not catering to men, " Mr. Spurlock said.

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What is often missing is the expertise to develop those chemicals into products.

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So the 24% of households in America that have no internet connection are missing out on many things, not least information on products and prices.

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