Well, Bobert, what happened was that you was lightin' up and usin' matches and right there on the matchbook was this ad. Kinda like how my very own very Roman Catholic brother got hisself to be an ordained minister in a real, honest-to-God, actually existing, church. I've seen them matchbooks, advertisin' degress from places like the University of West Virginia. "Get The Degree You Need NOW! None of that studying or stuff! Just send a good check!"