He is not only infringing on Wal-Mart's trademark, but he's also making an offensive association between Wal-Mart and one of the greatest tragedies of the past century. We certainly respect the rights and opinions of others, but we also must protect our trademark or we risk losing it.

That's not to say that I don't find anything offensive.

More often than not, the error is in the customer's favor. We encourage our customers to point out any discrepancies, and when they do, we compensate them appropriately.

To win against Wal-Mart is not what they want to do. They don't want to go head-to-head in terms of price and brand.

The parade of winners is kind of our club's trademark. When we held our shows out on the [Jefferson County] fairgrounds, the winners would drive through the show arena, and people liked it, so when we moved the show to the square a few years ago, we kept up the tradition. It takes a little longer than just calling a person's name and handing him a trophy, but people like it because they can see the winners right there in front of them.

That's been our trademark all year long. It's not always in the first quarter or in the first half, but usually by the fourth we've been able to turn things in our favor.