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You've heard the insane trivia about the "noid" promotion right? About the guy with the same name?
I vaguely remember that shit happening, but I was a teen so I wasn't really paying attention.
Boffing some of the details here but: poor dude with the last name "Noid" also happened to be some kind of skitzophrenic. So unlike many people struggling with that, people really WERE talking about him... Kinda...
Poor bastard had a multimillion dollar ad campaign with radio, tv, bus stops saying "avoid the noid" which to him was "avoid this man!". If he was receiving help, he would have heard those ads on his way home from his appointments. He would have junk mail through his slot with anti-noid propaganda.
Anyway he took a dominoes hostage. He released all the hostages I think he was the only victim. Just one of those insane things, like anyone else with that surname it would have been a material for their tight five stand up bit a decade later, but in this case it lined up with a man struggling with the exact mental disorder that made it the worst thing possible. Merry Christmas!