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The trick to being more virtuous

SEVERAL years ago, I visited Provo, Utah - in the heart of what its residents call "Happy Valley" - to deliver a lecture at Brigham Young University. My gracious hosts sent me home with a prodigious amount of branded souvenirs: T-shirts, mugs - you name it. The Mormons are serious about product placement.

One particularly nice gift was a briefcase, with the university's name emblazoned across the front. I needed a new briefcase, but the logo gave me pause because it felt a little like false advertising for a non-Mormon to carry it. Reassured by my wife that this was ridiculous, I loaded it up, and took it out on the road. In airports, I quickly noticed that people would look at my briefcase, and...

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