And yes, there is no shortage of snobs who would not be caught dead in a Wal-Mart.

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"I wouldn't be caught dead on the street in workout gear, " she said.

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Many Chinese who wouldn't be caught dead without a BlackBerry think nothing of adding ancient herbal treatments to a regimen of Western drugs.

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"Kuwait has taken something of a downward spiral, " said Farah al-Nakib, a young U.S.-educated woman who wouldn't be caught dead in a veil.

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After making several comments under his breath about how no self-respecting man would be caught dead using this, he proceeded to put it together.

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Reinemund, a lean former Marine and sometime marathon runner, is no junk-food addict, but says that his wife, Gail, who is a big fan of Fritos, would never be caught dead eating a reduced-fat version of the snack if it were available.

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Still, I've learned over the years not to dismiss something that doesn't immediately win me over. (In fact, when I think something is really out of style like I wouldn't be caught dead wearing it that's probably when it's just about to hit the runways.) After all, isn't that a good designer's job?

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What really caught my eye was that the world was going to be bigger than Red Dead Redemption, San Andreas and Grand Theft Auto IV combined.

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