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Boutiques -- the businesses are yuppie boutiques.

   I have an idea for a fancy men's shoe store called Shoe-La-La.
   It's just a place for the fancy occasions in a man's life:
   like the day you get married, or the day your wife has a
   baby, or just lounging around the house.
    - Michael Scott, "The Office"


It is, of course, important to distinguish yuppie boutiques from many web startups.




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