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The owner owns a whole string of upscale Sushi Restaurants. I understanding instead of Doritos buying a 30 second Super Bowl Ad for $1,000,000 --the price for the first Giant Bluefin of the auctions season is the equivalent because of the advertising value. Then they sell each of the 10,000 pieces from the fish which was 592 pounds cheap as more advertising. So its probably a very good business decision.
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