We're serious. This isn't a joke, ... If an entire town changed its name to DISH, you can't buy that publicity.

There are things that are so serious that you can only joke about them.

Lovelock is a unique town with an ingenious idea to capitalize on its name.

Existentialists are monumentally and monotonously serious; they don't like to joke.

Sometimes When You Are Serious, People Thought You Were Joking, But Sometimes When You Are Joking, People Thought You Were Serious

A joke's a very serious thing.