Fifty miles beyond Rapid City is the little town of Wall, home of the most famous drugstore in the West, Wall Drug. You know it’s coming because every hundred yards or so along the whole of that fifty miles you pass a big billboard telling you so: STEAKS AND CAKES—WALL DRUG, 47 MILES, HOT BEEF SANDWICHES—WALL DRUG, 36 MILES, FIVE CENT COFFEE—WALL DRUG, 25 MILES, and so on. It is the advertising equivalent of the Chinese water torture. After a while the endless drip, drip, drip of billboards so clouds your judgment that you have no choice but to leave the interstate and have a look at it. It’s
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