We went from the sublime to the ridiculous. But, hey, Jerry Toliver, you would've loved this one. That WWF "Know your role" stuff is . . . well, kind of sissy, compared to what we saw of rasslin' emcee Mean Gene's marketing scheme. He has lent his image to a line of fast foods that are served primarily in convenience stores. How could anyone miss the tractor-trailer on Interstate 80 that carried a picture of the tuxedoed Mean Gene, one of a dressed-up hamburger and the gigantic, bold-faced "Bite Me" dare?

Actually, the slogan is "The burger that says BITE ME." Driver Nick Cook, an affable gentleman from Chattanooga, Tenn., seems to take all the attention in stride. "People holler at me all the time," he said. He said the burgers "are pretty good. They come on a Kaiser bun and they're up there in the quarter-pound range."

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