challenge?
1 invite (someone) to engage in a contest : he challenged one of my men to a duel. • enter into competition with or opposition against : incumbent Democrats are being challenged in the 29th district. • make a rival claim to or threaten someone's hold on (a position) : they were challenging his leadership. • [ trans. ] invite (someone) to do something that one thinks will be difficult or impossible; dare : I challenged them to make up their own minds. • [usu. as adj. ] ( challenging) test the abilities of : challenging and rewarding employment. 2 dispute the truth or validity of : employees challenged the company's requirement. • Law object to (a jury member). • (of a sentry) call on (someone) for proof of identity. 3 Medicine expose (the immune system) to pathogenic organisms or antigens.


2 comments so far...

abertram October 21, 2005, 08:07 AM
So, it look like the name did no really live up to the result, but I bet the ultimate burger sign and the brand had your juices going for a while. That's the power of visualdesign and branding - face building. It's a hoax im telling you - hoax.
mach October 21, 2005, 09:11 AM
yep, turns out that I'm an easy prey. When saw the sign I had the feeling that top and bottom of Maslows pyramid was about to meet right before my eyes - it was intoxicating, thrilling and so I played along. Little did I know. Though when I entered the place I kind of knew that I was in for a disappointment - very tricky stuff! But on the other hand I couldn't let their promise be unchallenged, now could I. The search for the ultimate continues!!
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