Bwahahaha....

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While I was creating my personal dangly earring, I started to ‘put together the pieces’ and made a huge realization…. I had always thought that you pronounced the name of the band “the ex-ex.” But then I started 2 think…maybe u say it ‘The Dos Equis’, named after the popular adult alcoholic beverage....

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http://www.hipsterrunoff.com/2009/10/is-the-xx-a-marketing-gimmick-for-dos-equis.html