"There is something in what you say, Mr. Bulder. But with trading stamp competition every one is offering merely trading stamps. There is no particular difference between them, and one offers no material advantage over another. But advertising is different. You yourself admit that, and appreciate the benefits of advertising, for in your own printed matter"--and here he held some of it up--"you advise the merchant to advertise the trading stamp proposition, 'thus'"--he quoted from a folder--"'tying up the prestige of the Garter trading stamps with the local merchant's own store.' "Now, while in trading stamps there is no apparent difference, with advertising one can express one's personality and character, which trading stamps never do. There are so many ways in which one may advertise: newspapers, billboards, booklets, form letters, street car signs; and you can make your advertising such that it will be better than your competitors'. But trading stamps are trading stamps and nothing more. The story of advertising is as varied as language itself. With advertising you can vary the appeal so that it always has a freshness which trading stamps must soon lose." Bulder was plainly perturbed. "I claim," he said heavily, "just the _same_ distinction, that _same_ personality--why, the very _dress_ of our trading stamps is an advertisement, just as is the design on those Kleen-Kut tools I see displayed there. They are well-known, they are recognized by the trademark, and that is their individuality. Our trading stamp has the _same_ individuality--it has our peculiar design and trademark." "I am unconvinced," said Fellows, shaking his head with finality. "Your arguments sound excellent, but the fact remains that once a dealer takes on trading stamps it is difficult for him to get rid of them. People come in and ask for the stamps--" "Good night!" I thought. Bulder was quick to respond. "Of _course_ they come and ask for the stamps. And if we offer these stamps to other dealers, and then people come to Mr. Black and _ask_ him for them, and find he doesn't have them, won't that _hurt_ Mr. Black? Won't they say that Mr. Black isn't as _progressive_ as other people? If the people _demand_ trading stamps, it is up to Mr. Black to give them, for, if he is not progressive enough to do so, he will _drive_ them to some other store." "I take strong exception to your words," said Fellows evenly. "I don't appreciate your slur on the 'progressiveness' of my--of Mr. Black." "I _beg_ Mr. Black's pardon. I spoke hastily. But you must admit, Mr. Black, that the unreasonableness of your friend _is_ exasperating." Fellows ignored the last remark. Apparently to no one, he mused: