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Gimmicks

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Back in October, the owners of the plywooded Double Fraiche fro-yo shop at 110 Third Ave offered a lifetime supply of free yogurt to whomever came up with the best new name (they ran into legal troubles with the original). EV Grieve reports the place is now open, the new name (most likely conjured up by a lonely eight year-old girl): Daydream. [EV Grieve]

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