Christie's Mr Pylkkanen and his fellow auctioneers will have a hard time calming them with soothing words, however much they try.

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Do not let the lack of spa-like ambience turn you off, though: the clean, warm and unchlorinated waters are soothing and invigorating, and soaking in them is more about the experience than the surroundings.

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Already there are rumblings about Hamas mouthing soothing words regarding those three conditions without vowing to adhere to them.

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Will your brand be a Puffs, which is known for soft-as-a-cloud texture and beyond-soothing moisture that really comforts congested consumers, or will it be a Kleenex that simply lets them blow their noses?

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