Ultra this, ultra that

TO OUR VALUED CUSTOMERS

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...

The queen 2-pc set (Hotel Collection) ad incorrectly reads "only at Macy's Hotel Collection firm, plush or ultra plush"; instead, it should read "only at Macy's Hotel Collection firm, plush or ultra FIRM".

We apologize for any inconvenience.

MACY'S
(Small ad in the Boston Globe, February 4 2007)

Damn. And I wanted an ultra plush queen.