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I don get Keatings joke about people kicking copies of Byron in his face. What was he referring to?

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I don get Keatings joke about people kicking copies of Byron in his face. What was he referring to?

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There used to be a cartoon ad for Charles Atlas Bodybuilding that would run in magazines and comic books called “The Insult That Made a Man Out Of Mac”. It featured Mac, a 97 pound weakling, who is at the beach with his girlfriend when a bully kicks sand in their faces. Too weak to face the bully, he goes home and orders the bodybuilding book and returns to the beach later and beats up the bully.

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