The man who owns Reckless Paint & Accessories, in Durham, North Carolina, tells a story about a painting contractor who was wearing one of his store's T-shirts while standing in the checkout lane of another retail establishment. "This man behind him starts to giggle," the owner said, "and then the giggle turns into a low laugh, and then that turns into a full belly laugh. When the guy stops laughing, he says, 'I'm sorry. I don't know why any man would call his company Reckless.' The T-shirt wearer responded, That's not me. That's the man I buy paint from."'
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