So in Retail Management class this week, our professor told us this story about healthy choice once had a promotion where you could send in their UPC symbols in exchange for frequent flyer miles, so this guy bought thousands of puddings and removed all the tops and got millions of frequent flyer miles for $3,000 of pudding tops . . . I was like, yeah that happened, in Punchdrunk Love!! I don't think a single other person in the class had seen the movie. Apparently it was based on a true story. Who knew?