The wily promoter was sure that he had just had one of his best ideas ever.

“We’ll put on a benefit concert with the Red Hot Chili Peppers,” he told his staff. “To promote dyslexia awareness. All proceeds from ticket sales will go to dyslexia charities, of course, so we’ll need some other way to make a profit.”

“Hey, I know,” one of his subordinates suggested. “What about selling T-shirts?”