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BP, Coca-Cola and McDonald's are out because, he says, "they are bad for the world".
It's because, he says, it offers "great food with friendliness and personality".
Magid discloses his financial link to the company because, he says, he can understand a potential conflict.
In part this is because, he says, blacks are "shamefully underrepresented at the high end of the business".
"This is because," he says, "appearance and emptiness are indistinguishable.
The book was hardly reviewed in France, because, he says, "it was outside the mainstream".
Musberger likes this one because, he says, "We all saw the emergence of a superstar.
Buffett is famously averse to technology because, he says, he doesn't understand it.
That's because, he says, "there is a magic dimension to the thing".
That's because, he says, "marketplaces enable forms of commerce that didn't exist before".
He never wears it because, he says, it's painfully clunky.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com