puns

Puns are basically half-jokes that died somewhere along the way on their journey towards being funny, and that makes some people laugh.

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Live crabs pun sign on fish and tackle store
Via bobbysr
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This is a horrible business idea other than the dozens of Instagrammers and influencers that travel all the way to get a picture of this funny sign and give him free exposure. As any business knows, free exposure is the most important thing