But in confronting the Arun Smiths of the world, one cannot rely too much on rational arguments.
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The Tom Cruises and Will Smiths of the world can pick and chose their films and be assured of massive pay checks and the best scripts coming their way for the next few years.
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Its major competitors are Smiths Detection of the U.K. and Morpho Detection of France.
It was originally the home of Smiths Crisps and in January there were about 250 people employed at the site.
Hopeful reports of The Smiths' imminent reformation now come along with reliable regularity.
Despite that violent past, Barton has carved out a reputation as one of football's more cerebral thinkers, building up a Twitter audience of 1.7 million followers thanks to his musings on philosopher Friedrich Nietzsche and lyrics from songs of The Smiths.
While the relocation has undoubtedly damaged the big-spending and marketing-driven IPL financially, as no atmosphere can match a local Indian one, South Africa has not done badly - with the event seemingly inspiring the next generation of Graeme Smiths, Herschelle Gibbs and Makhaya Ntinis.
Being called Mark Smith, for instance, might bring up thousands of other Mark Smiths online.
Interest was sparked ahead of launch with the news that a song by the Smiths was to be covered - and with the blessing of singer Morrissey.
The ex-Smiths frontman has suffered a number of illnesses including a bleeding ulcer, Barrett's oesophagus and double pneumonia.
Proximity to death inspired the manic spirit of carpe diem in the Smiths.
Marr left The Smiths in 1987 and later worked with the likes of The Pretenders and The The.
The group has already achieved success in previous campaigns, after persuading two major sponsors of angling events - Mitsubishi and John Smiths - to withdraw support for the sport.
Many bands and performers who were to become musical legends passed through the show including U2, REM, The Smiths, Depeche Mode and Joy Division - but of late On the Wire has taken a more relaxed view of the music scene and is as likely to play pre-war hillbilly music as much as experimental dance or dub.
Merchant banker Augustus Smith bought the lease from the Duchy of Cornwall back in the 1830s, and his descendants, the Dorrien-Smiths, now run the Tresco Estate as a family business.
The decision came after the former Smiths singer urged the venue to close down their McDonald's outlets and to banish the sale of "flesh as food".
Of the estimated 2, 500 letters sent, he has received 1, 014 cards from Smiths in all 50 states and seven countries.
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