"He's Sid so it will be amazing when we do get him back, " forward Jarome Iginla said.

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The memories are so terrible, so horrific that Sid Lipson doesn't remember much of anything about his captivity.

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"Our guests stayed longer and shopped more of the store, so the initial reaction is that it was the right thing, " said Sid Keswani, senior vice president of Target's Southwest region.

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"Bruce Shelly, codesigner of Sid Meier's Civilization , is involved in this project, so expect remarkable things from Age of Empires later this year, " babbles a sycophantic quote from Canada Computes on Microsoft's web page.

FORBES: Sid Meier

But Tim Ambler, who is a senior fellow at the London Business School, specialising in marketing, isn't charmed by Sid and his chirpy anti-salt pronouncements, and he goes so far as to say the advertisement won't be an effective one.

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