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A lie tends to taste SWEET and sounds GOOD to the ear and the moment the first one is swallowed like COLT-45, the second and subsequent lies will go down SMOOOTH & EASY.
But as Bernie MADE-OFF and his investors found out the hard way, a lie once told, must continually be SOLD...and BOUGHT in order 2BE believed. Hence the creation of the phrase" BUYERS REMORSE."