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The article reports on the unveiling of a major promotion and public relations (PR) program of Weatherproof Inc. at MAGIC dubbed as "If It's Freezing... It's free!" that would reimburse any consumer who purchase a coat if the temperature is 32 degrees or below on Thanksgiving Day in New York City. The program is said to be the latest PR push of the firm's president Freddie Stollmack. Moreover, the program will be the centerpiece of the firm's fall marketing campaign.

The misinformation, implication and outright falsehoods made in print, speeches and press releases in the name of public safety and security since September 11, 2001, demonstrate beyond a doubt the power of language to do harm as well as good. The abuse of language and persuasion can be committed without uttering a false word — an expert weighs in on a subject and few people question the recommendations because the person is an expert. The attacks on the World Trade Center towers and their destruction on September 11, 2001, opened the door of opportunity to gunslingers of many sorts — experts, charlatans, power grabbers, associations, manufacturers and even well-intentioned persons with axes to grind.