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Wondering why your HD TV isn’t producing images as good as in the store, or baffled you’re your expensive new computer isn’t as fast as advertised? The truth is, special techniques and tricks are used to persuade you to part with your money for hardware that you might have avoided under other circumstances.

One of my pet hates is shopping in a consumer electronics store. Over the years I’ve become more and more resistant to their tactics and approaches, thanks mainly, I think, to the realisation that they haven’t been entirely honest with me.

Throw in some experience working at a major electronics retailer in the late 1990s (where I picked up a few tips and tricks concerning customer-facing roles) and it seems apparent that what we experience in these stores is pretty much theatre.

Advanced Sales Techniques Target You

You are fodder. Your wallet is almost open, and you’re going to spend. Salesmen in electronics retailers might be compared with lions hunting wildebeest. Utilising several centuries of sales techniques and obfuscation, many consumer electronics salespeople are passionate about their jobs, their employers and the goods they sell…

…whether the goods are worth the money or not.

muo-showroom-tricks-salesman

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Electronics retailers know a sale when they see one (which is probably why I no longer get hassled on the rare occasions I venture into PC World) and they use a variety of clever tactics and ruses to get you to part with your cash:

Playing high bit rate MP3s on music systems – this, coupled with the occasional use of hidden enhancement units on lower-end devices, produces a much-improved sound.

TV/hardware repair insurance – even though it will probably expire before your TV does, stores always try to sell repair insurance. This may not affect the device you buy, but it will certainly affect your bank balance.

In most cases, these insurances don’t cover things that are likely to happen without you having to pay an excess. If the computer breaks for whatever reason during the warranty period, you have recourse for repair anyway, making most insurances worthless. Then there’s the Internet, a great place for finding repair guides and manuals for almost all hardware since 2000.

PC “setup” and virus protection The 10 Best Free Anti-Virus Programs The 10 Best Free Anti-Virus Programs Read More upsells – you want a PC or a laptop, perhaps a tablet. You end up leaving with all manner of bundled software (that you pay to have removed as part of the setup), virus protection and damage insurance that you don’t need. Many stores sell “naked” computers, but these are often “unavailable” – so how do you get one?

Simple: tell the salesman you need a computer with virus protection and/or damage insurance, and then when you checkout, tell them you don’t need any of these things after all. You win.

You can also push a salesman into selling you a boxed, unmodified computer by telling them (after they’ve told you all about things like PC setup and insurance) that a “friend” who works in the store told you to ask for a “naked” PC or laptop. If they ask who it was, tell them you “would rather not say”.

Why Is Your HDTV Worse At Home?

I’ve been asked by friends and family to take a look at their HDTV, which they claim isn’t as displaying the picture as it should. The problem here is not with the TV, or even set-top box, but the room.

muo-showroom-tricks-TVs

HDTV almost always looks worse at home because of the steps the stores go to in order to make their TVs look completely awesome.

This is achieved by positioning TVs in areas away from window reflections (in large retailers, somewhere at the back of the store) where the lighting can be subdued. The ultimate way to really show off a HDTV, however, is with a Blu-ray movie.

Retailer almost always connect their top-of-the-range Blu-ray player to their TVs, where special demo discs are used that have been especially mastered to show off HDTV, 3D TV and 4K TV to their full potential.

Computer Manufacturer Secrets You Need To Know When Buying A New PC

Buying a new computer can be particularly frustrating, especially if you manage to cut through all of the in-store nonsense to get the device home only to find that it is less powerful than you were lead to believe.

muo-showroom-tricks-laptop

In days past, machines without an Intel processor were sold based on their CPU speed What Is A CPU and What Does It Do? [Technology Explained] What Is A CPU and What Does It Do? [Technology Explained] Read More , as opposed to displaying the legend of an alternative manufacturer such as Cyrix or AMD. Fortunately, things have moved on and non-Intel processors are regularly found in new computers and embraced by salespeople and consumers alike.

Computer manufacturers will take advantage of their famous brand names to sell hardware that is less powerful than you would expect. A nice case and a high price tag doesn’t equate to a powerful computer.

Educating yourself about processor speeds and cores, RAM speed and hard disk space is very important when buying a computer. Don’t rely on the salesperson or the information cards displayed with the device.

Conclusion: Always Go In With Your Eyes Open

Ultimately, the best way to avoid being scammed is to do your research, know exactly what you want and order it from a retailer that will sell it to you direct. When it comes to desktop computers, building your own is the sensible choice.

Have you been misled when buying electronics in a big name store? Let us know what happened!

Image Credit: Slisalsok via Wikimedia, People in consumer electronics retail store via Shutterstock, Young couple in consumer electronics store via Shutterstock, Businessman or lawyer trying to sell misleading contract via Shutterstock

  1. James V
    February 9, 2014 at 2:55 pm

    You can build your own computer easily from a "bare bones kit" that has all or most of the parts, plus instructions on where everything goes. Everything fits together and has the right connectors, etc. You can also put a decent operating system on it, i.e., Linux. Basically, it's just plugging everything together. Paying retail price for a copy of Windows would be ridiculous, though.

    You can also now buy laptops without the Microsoft tax (Chromebook) and if they don't have the performance you want, put Linux on them and you know it will work (you can search the web for instructions). The "Google tax" on Chromebooks is actually negative, because they are buying your eyeballs when you buy their computer.

    I've bought several computers from ABigBox Store, and just said no to all their silly setup, warranty, and antivirus sales pitches. I just wait for sales and carefully match the performance I want to prices elsewhere.

  2. Stephanie S
    January 16, 2014 at 4:51 am

    Excellent tips and I agree with those of you who advise to NOT buy from a chain store. For one thing, it is darn near impossible to get what you want. Let me re-phrase that: it is darn near impossible to get just what you want. The computers in the chain stores are preloaded with a lot of cr*p that you'll never use and will want uninstalled pronto. Our happy experience is that we found a local computer store who has built great machines for us. Never over-charged us either and was willing to go the extra mile in service. We have purchased at least 5 computers over the last 10 years from them and have sent a lot of friends and family to them too. All are satisfied customers. If you deal with a chain, chances are you have to send the computer off somewhere and do without it. I made the mistake of buying a computer from a well-known retailer online. I'll never do it again. It is a great computer but I have had little problems here and there. A huge issue was that my nic-card would work when it felt like it. Fortunately, we also have wireless but it was a real hassle for me. I even sent it back to the manufacturer and of course the computer behaved the entire time it was tested. :( Thanks for a great article.

  3. Fritz Bayerlein
    January 15, 2014 at 9:35 pm

    Never, never, never buy a computer at a large chain store! Find a local builder, get references, tell him what you want or what you'll be using the computer for. You will get more computer for less money. The chain stores are for suckers.

  4. Tim
    January 15, 2014 at 6:31 pm

    I can't believe some of the comments on here. First of all.. Christian (whom I do not know or know if I've ever read any of his other articles) is just making a general point. Don't be blinded by glitz and glamour. Know what you are looking for and don't automatically assume that the salesperson you are talking to knows anything more than you do. Many big box stores sell junk like HP and Toshiba notebooks. If you were in the repair business, you would know never to buy either brand because they are know for motherboard problems. But if you walk into a Best Buy, that's pretty much all you see. Why? So they can make money on repairs and sell you another one within 2 years cause you're sick of getting it fixed.

    Everyone thinks they know more than they actually do and I can tell by some of the comments on here. Just because you own something or have used something before, doesn't qualify you as an expert.

    Someone else on here mentioned developing a relationship with a local small shop. I own a local shop and we can pretty closely price match just about anything a big box store sells. However, you won't get hammered on needless "services" and "warranties" or pay $60 for an HDMI cable that we sell for $5.

  5. Godel
    January 15, 2014 at 3:36 am

    If you do feel that you want to buy an extended warranty, The price of the warranty is often highly inflated and therefore negotiable.

    I got offered a $50 warranty on a laser printer a few years ago, supposedly on special from $75. When I declined, he later came back with an offer of $30.

    If you get an initial offer, say that's too much and is that their best price?

    Also when the sales people are working on commission, they are often most desperate to make sales at the end of the month. This can be a good time to haggle.

  6. LarryA
    January 14, 2014 at 9:36 pm

    Though I didn't find this shallow article at all helpful, I will say this. I am an engineer who does a lot of online research before I go to a brick-and-mortar store to demo a TV. I already have a good idea of what I want but not necessarily exact models because finding a particular model in a local store is virtually impossible. So I do rely on the salesman to point out what he/she considers the best models for my purposes. I ask a lot of technical questions and can spot an imposter a mile away so I am not at the mercy of slick know-nothing sales people, and they do exist. My go-to store for buying a TV is Costco. They have the best prices for a given model, an extra year's warranty from Costco and one more year from their AMEX credit card. Pretty hard to beat. Unfortunately, there is no service like you get at an electronics store so getting a good demo of a TV is not an option. For that I typically go to Best Buy, not that this is a particularly good option, but it is convenient and they do have decent prices anyway for a local store. They have many more models and brands than Costco.

    Recently I was looking for a 3D TV and Costco only has LED models. I want a plasma. So I went to Best Buy to see what they had. The sales guy I talked to was knowledgable and was a plasma fan as well. He immediately showed me what is considered the best plasma 3D TV which was side-by-side with what is considered the best LED 3D TV. Unfortunately they were not set up for the customer to view them in 3D. I asked him if he could set up at least the plasma so I could assess the picture quality. After some hesitation, he agreed to try and took some time finding a big stand with LCD shutter glasses, and some more time attaching a Blu-ray player. When I tried to view the TV with the glasses, the glare of the store lights was so bad, the picture didn't appear to be 3D. The TVs were in the middle of the show room and not in a shaded area. Needless to say I walked out after such a terrible demonstration. What are they thinking? Do people actually buy a product like this without first getting a good idea of what they are buying? I surely don't. So now my only bet is to go to a small, expensive specialty store and hope for the best. I would be happy if they pulled some of the tricks you mentioned. At least I would see what the TV was capable of.

    An aside on extended warranties. Lately Costco have been offering a $99 SquareTrade warranty for an extra 3 years. This is the only warranty I would ever buy. It covers up to the value of the TV over the lifetime of the warranty and covers damage caused by the consumer. I had one of their warranties on my Macbook Pro and iPod Touch, which covers screen breakage and spills, for much less than the Apple Care warranty extensions which only cover manufacturing defects, and when the batteries and a fan failed, I had the MBP repaired at a local shop, and replaced the iPod with a like-new refurb just before the warranties expired. They reimbursed me the entire cost which amounted to more than I paid for both warranties. So don't let anyone tell you not to buy an extended warranty. These guys have made buying one a very good investment IMO. They have a sterling reputation and so-far, well deserved.

  7. Elton W
    January 14, 2014 at 8:20 pm

    While I agree with most of the points in this article, I dispute some of them. First, the majority of sales people do make an effort to provide up-to-date information or _find_ correct info when dealing with a customer.

    Fool me *once* and that is the last time I'll ever darken the doors or your store again... no matter how your prices. You've not just lost a sale, you've lost a customer, and the best advertising is _still_ "word of mouth".

    I never _ever_ waste a salesperson's time when just browsing. I make it a point to tell them upfront, that I am 'just looking'. Guess what? Respect is a two-way street. The sales[person is there to earn their 'daily bread' (perhaps even a 'commission') and fair treatment will give you better service the next time you come to the store.

    A salesperson who treats my queries on the merchandise as a 'waste of time' or who tries to 'brush me off' loses my business ... and so does the store, if that is the general policy / attitude.

    I research my information on line, but do NOT fully trust 'customer reviews' (many of which are usually so poorly written, you wonder why you even bothered...). I *still* prefer to 'shop local' whenever possible.

    As for the extended warranty, I usually refuse it (though I would think twice if it is a rather large purchase such as one of the larger (> 32") tv sets.
    After all, manufacturers are churning out their products at such an alarming rate, a 1-year manufacturer's guarantee on a 55" TV screen makes one wonder...

  8. Mike L .
    January 14, 2014 at 7:40 pm

    Bought a pc with all the trimmings I needed including DDR3, as advertised on the sticker. I knew that one of the things to improve performance was to increase the ram, so about a week later I bought two sticks of DDR3 ram for the computer. When I opened the case to my surprise the ram did not fit. Why? Because the ram in the computer was DDR2. Different form factor. Went back to the store and was told it was a typo error and it was nothing they could do.

  9. Christian C
    January 14, 2014 at 6:44 pm

    Hey go for it, I'm sure you can really teach us all a thing or two.

  10. Dan
    January 14, 2014 at 6:34 pm

    If they pay you to write stuff as pointless as this, I think I may be looking at living on a beach somewhere writing for a living, should be an easy gig.

  11. Justin
    January 14, 2014 at 5:49 pm

    What about AppleCare on MacBook Pros?

    • Christian C
      January 14, 2014 at 6:04 pm

      Well we're talking specifically about PCs. With Apple you get a lock-in element to everything, from software to support. If that's what floats you and you're happy to pay for that security, then you made the right choice.

  12. John Coldwell
    January 14, 2014 at 4:55 pm

    Do I want a relationship? Or an experience?

    On Tuesday evening I had to go to PCWorld. For the first time in 13 years my computer had become infected. I could receive e-mails, but not send them. IT said it was “cabbaged”, which, I believe, is a technical term. They told me I needed an Intel i5 processor and should get a laptop so that I could work from home. I don’t like the idea of “working from home” – I can’t even watch television and hold a conversation with my wife at the same time, so I’d have no chance at “working” and “talking”. But the price was right. Research led me to what was probably a loss-leader, particularly when discounted as a bundle with Office 365. And so I found myself in an empty car park at 6:30 (I thought it would have been busy on the last day of the school holidays) with what I needed written on a scruffy piece of paper.

    The assistant said she’d check if it was in stock, which was a surprise, as the heavily discounted loss-leader that I’d chosen is the mainstay of the current PCWorld advertising campaign. But back she came, with the little cardboard box. And then the selling started. “What will sir be using the computer for?” Oooerr. “Stuff” I said. “Will you be gaming on it?” She asked. Well, I am getting quite good at Poker on Facebook, but the speed is / was excellent on my old XP, so that shouldn’t be a problem. “No”, said I.

    “What sort of anti-virus will you be using?” she asked. Look, I come from Yorkshire, I’ve been careful (and lucky) for 13 years and there’s an armful of free antivirus programs on ninite.com AND the new computer comes with Norton or MacAfee or Whatever. “It’s OK,” I said, “I’m in a hurry”.

    “Do you need a VAT receipt?” She asked. Was this the opportunity to walk out without paying? “Yes please” said I. “Please take a seat over in the business section and I’ll be back in a minute”.

    There were still no other customers in the store. I wanted to get home. I didn’t want to start a relationship with this girl or anyone else at PCWorld who could up-sell, cross-sell or turn me into a net promoter. I didn’t sit down. I got edgy inside, and hovered.

    A long minute went by. “Don’t the till receipts have your VAT number on?” I enquired. “Yes they do”. I turned and walked over to the check-out, hoping she’d follow (they were unmanned and, unlike the supermarkets, they don’t have an unexpected item in the bagging area – sorry, I mean “self-service check-out” section.

    “Can I have your name and address, please?”

    “Why?” (I was sure that the thought bubble of ‘I don’t want a relationship and I just want to go home’ must be visible in flashing lights by now)

    “It’s for your guarantee.” Well, obviously.

    “And your e-mail address.”

    “Why?” This was starting to feel invasive.

    “In case there’s a recall.”

    Having given all my details, I was then asked to pay.

    “£448.00 please.”

    “No it isn’t”

    “Why do you say that?”

    “Because two hours ago it was advertised as £428.00 on the internet, as a ‘bundle’, the laptop and a year’s subscription to Microsoft 365.”

    Another lump of time went by.

    “Oh yes, I’ve found it.” I’ve found the correct price. Oh goody. That was kind of the system to allow this nice lady to find the right price.

    Now I really don’t want to have a relationship with you.

    The drive home flashed by. My mind was racing. I needed to find a way, with whatever the new e-mail system was that I was going to install (just to let you know I’ve found the cloud-based Outlook to be awful and am quite pleased with Mozilla Thunderbird, but three days in and I’m running both) to block anything, and I mean anything, from PCWorld. And I was thinking about the difference between B2B, where trust and partnering and relationships and people are all par for the course, and B2C where there’s a point of sale and ease of doing business and I’d rather have bought via the wonderweb but I needed the new computer NOW.

    My company, InfoQuest, specialises in B2B satisfaction surveys that analyse the customer relationship. We don’t touch B2C, and that evening I was so pleased that we don’t. I’d seen what a complex, emotional experience it can be spending ten minutes in an otherwise empty store.

  13. Mike
    January 14, 2014 at 2:46 pm

    Iman, they son't always have to read it directly. They often come with their handy Consumer Reports magazine, which often has only partial or mis-information. They could have a friend or co-worker that can give them a copy of this story. Or, maybe some other techie who references similar info in their article. It's tough enough with all the anti additional warranty stories, then later on dealing with stressed out customers with broken digital cameras and such and nothing that the store can do about it. Yes, many times the warranties may not be worth it, but the floor associates job often depeneds on their 'selling' a quota for the week. Same with the Techie Asst software that helps set up a new WiFi system, remove crapwared off of a new coputer, etc. I've done my time in retail, and as Asst Mgr of office supply store, so have been there and done that.

  14. h
    January 14, 2014 at 1:49 pm

    Simply, not an informative article

  15. Jerome I
    January 14, 2014 at 12:36 pm

    just assemble your own PC. You choose your own components, specs, casing, and looks. You also start naked. Naked, as in you can start even without an OS.

    • Christian C
      January 14, 2014 at 6:05 pm

      Sadly not everyone is confident doing this. For some of us it's like playing with Lego.

      For many it's one step down from brain surgery.

    • Darryl Gittins
      January 14, 2014 at 8:56 pm

      I've done this several times: "assemble your own PC". It's a great learning experience and can even be fun - if that's what turns your crank, but not good advice for someone that just wants a good working machine. You as an individual cannot possibly compete with the engineering teams at HP and elsewhere in terms of matching up the right components and ensuring QA on the end product. And as for the mom and pop shops that will build a system to spec for you, I say again, it's not a good idea. My experience has not been good with this either. My guess is that that the system ends up being build by someone at a bench that doesn't care or isn't careful and ends up damaging components just enough so that they might work - but not well. Buy from a reputable manufacturer.

    • Jordan
      January 14, 2014 at 10:08 pm

      I completely disagree Darryl. It seems you've just had some bad experiences with the wrong store. When I build a custom computer (which I do for a side business) I spend days researching parts, setups, compatibility, that way I know the parts I choose are worth buying andI using.Ican't tell you how many times I've seen "reputable" manufacturers computers break down in a matter of 2 years. The cooling is never good, you pay much more for sub quality parts, which leads to a bad experience. Find a good local builder who loves his work, or do the research and build it yourself. No, I can't compete with many companies and their 24/7 tech support, but I do include warranties on all parts and one year free tech support, including virus removal. And they don't pay extra. So either pay for a good quality computer from companies like Asus, MSI, build it yourself, or find a good builder who genuinely loves what he does and cares if you come back

    • Lee
      January 17, 2014 at 9:52 am

      Darryl, I don't really understand your points. If I do my research, I can put together just as good a computer as any of those electrical engineers. Honestly, it's basically the equivalent of adult legos at this point. Pick the right pieces and plug them in. That's it. The fear of messing stuff up is what costs so many people a ton of money.

    • dragonmouth
      February 23, 2014 at 3:21 pm

      "You as an individual cannot possibly compete with the engineering teams at HP and elsewhere in terms of matching up the right components and ensuring QA on the end product."

      Sorry, Darryl but if you believe that, I have couple of bridges to sell you. While to a home builder or a mom-and-pop shop paying $5, $10 or even $50 more for a part is no big deal, for a big manufacturer it can mean disaster. When HP or Apple produce hundreds of thousands of units a year, saving a penny or two on a part can add up to millions of dollars at the end of that year.

      Just for giggles go to a chain electronics store and get a list of components for any model, or go to the manufacturer site to get the same list. Then find reviews for those components on the 'Net. You'll find that invariably the components are on the low end of the performance scale.

      There is one other major problem with PCs from well-known manufacturers - the use of non-standard parts. So when it came to fixing or upgrading components you could not use after-market parts, you were forced to obtain the parts from the manufacturer, of course at a healthy markup. Compaq was notorious for doing that, especially with the power supplies. Everybody, except Compaq, used the standard, roughly cubical, power supplies. In many of its computer models Compaq used long, skinny power supplies.

      "My guess is that that the system ends up being build by someone at a bench that doesn’t care or isn’t careful and ends up damaging components just enough so that they might work – but not well."

      You have that backwards. When a mom-and-pop builds a hundred PCs a year, they can lavish the attention necessary on each unit. When a "reputable manufacturer" builds thousands of units a day, there is no time to pay attention to each PC. Besides, mom and pops are local. If a customer has a problem with one of their units, they come back and bitch directly to the PC builder. Try complaining about a bad PC to HP or Lenovo. You'll be talking to a Help Desk flunky in India, Pakistan or Bangladesh reading from a script in a barely understandable English.

  16. Michele
    January 14, 2014 at 11:47 am

    Don't buy the high-end HDMI cords either - the ones with fancy names and high dollar prices. They are "spiff" items, sales that provide a specific commission to sales staff that technically don't earn commission. At a big box retailer I was told if I didn't buy the $69 HDMI for my flatscreen I would be sorry. The wall was filled with color-coded, gold plated cords. Now enjoying 2 years of great performance off a $9, 50 ft HDMI cord I got online. Outside of extended warranty sales, accessories provide the largest margin of markup and consumers should be wary.

    • Christian C
      January 14, 2014 at 6:05 pm

      Brilliant tip, Michele thanks for sharing.

    • Jav
      January 26, 2015 at 5:33 am

      There is honestly a sweet spot with cables between the cables I have personally owned and the issues I have seen with my clients equipment I can tell you for a fact that a poor quality cable can cause your setup to display anything from stuttering images to nothing at all.

      That being said, the markup IS insane. Try to go online to find a higher quality cable for cheaper and try to price match it in store.

  17. Jordan
    January 14, 2014 at 11:46 am

    I really hate this type of stereotype. I work at a store that both sells and fixes computers and I've found that being knowledgeable and honest is the best way to not only sell, but to also bring customers back. We don't do anything special to our show devices, we simply take them out of the box and turn them on. Where most people run into issues is when dealing with an associate that doesn't know what he's talking about. Also, many like me, don't make commission. Yes the company I'm sure would prefer us to sell more expensive items, but if my customer has no need for it, I'm not going to bother. Find out what they need and what they use it for and show them items that fit the bill. Simple

    • Christian C
      January 14, 2014 at 6:08 pm

      The store you describe sounds great - I'd like to go there and talk and have a relationship with the business. The problem is, the big chains don't do any or much of what you describe - but I guess that's part and parcel of becoming a faceless megalith.

      I'm all for smaller, local consumer electronic stores built on old-time customer relations. We should have more of them.

    • Jordan
      January 14, 2014 at 9:58 pm

      I do work for a big chain. I'm not going to come out and say who but for those that can figure it out, I work for the 2nd largest office supply chain in the u.s. I wish I could say you would get that kind of service at every store, but I know that the tech services at my store is fairly new and I'm one of the few certified techs in my state. But if you find one with a certified tech, I can promise you good service.

  18. Mike
    January 14, 2014 at 11:28 am

    Not real sure that recommending that customers be a pain in the butt with the sales folks was real smart. Telling folks to screw with the sales folks when looking for a computer was best thing to do. Many of the sales folks have heard it all and seen it all, and have plenty of war stories about stupid customers who shouldn't be able to own a computer and those that act like total buttholes thinking they'll try to belittle the sales folks. How about recommending that customers act straight up and respectful with the sales folks, and they will treat you the same. Maybe even hook you up with some inside or package deals? You'd be surprised at how things can work out.

    • Anonymous
      January 14, 2014 at 1:07 pm

      Mike, know your audience..... do you really think people that you label them as "stupid customer who shouldn't be able to own a computer" are going to be reading MUO?

    • Iman
      January 14, 2014 at 1:08 pm

      Mike, know your audience..... do you really think people that you label them as "stupid customer who shouldn't be able to own a computer" are going to be reading MUO?

    • Iman
      January 14, 2014 at 1:08 pm

      Mike, know your audience..... do you really think people that you label them as "stupid customer who shouldn't be able to own a computer" are going to be reading MUO?

    • Christian C
      January 14, 2014 at 6:10 pm

      How about salesmen be straight up and respectful to the customer? As I mention, I've worked in the trade, and seen some bad tricks from a respected retailer.

    • george
      January 15, 2014 at 3:36 am

      not much of an article .
      will you be rewriting/updating it ??

    • george
      January 15, 2014 at 3:36 am

      not much of an article .
      will you be rewriting/updating it ??

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