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Critical Shopper

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In this week's Critical Shopper, Jon Caramanica visits—and is surprisingly wooed by—wilderness supply store Best Made Co. "It took only a couple of minutes from the time I walked in to the time that I had a felling ax ($300) in my hand... What would I chop at anyway, besides the somewhat ludicrous notion that there is a market in this town for such a thing?" A dive into the male psyche ensues. [NYT]