Once that story falls apart, it's time to blame the intel munchkins and move on.

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They say that Manhattan-bred kids are remarkably sophisticated and worldly-wise, but nothing would have kept these munchkins from appreciating your comedic genius.

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And doughnut shops like Dunkin' Donuts have fed the masses with doughnut holes rebranded as "Munchkins" (or Timbits, if you're a patron of Tim Hortons).

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The new "Oz" falls short of the 1939 "Oz" in charm and innocence and certainly in songs (there is only one, a brief, jokey number from the Munchkins).

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As I was preparing for the onslaught of little costumed munchkins to arrive at our office today for our annual family trick-or-treat, I reflected on the diverse array of CMOs I met this year.

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He was entranced by Dorothy and her ruby slippers, the yellow brick road, the Cowardly Lion, the Tin Man and even the Munchkins, but there was one prop from the 1939 movie that held him under the deepest spell: the broomstick of the Wicked Witch.

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Yet literally thousands of wineries around the world, large and small, luxury-priced and plonky, either own such devices themselves or send their wines out for a little laundering. (One outfit alone, ConeTech in Santa Rosa, claims more than 600 confidential winery clients.) It is kind of like winemaking in the Land of Oz--"A snip, snip here, a snip, snip there and a couple of la-di-dahs"--without the cheerful Munchkins.

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