It seems like just yesterday that we lived in a world of endless possibility, in which IHOP's mysterious "IHOb" could've meant anything: International House of Breakfast, International House of Bugs, International House of Bifocals. But in fact, yesterday (Monday) was the day we found out that IHOb means International House of Burgers. And the world let out a collective, Oh sure, ya, that makes sense.
So, let this be a lesson: If you're going to draw the world's attention to your marketing gimmick, make sure it's something so exciting that you're not leaving yourself vulnerable to every single one of your competitors dunking on you in a public forum.
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