A sign on one of the stores in the fishing area read: “Fishing Tickle.”
“Does this mean, ‘Fishing makes you comfortable’? No way. It must be a misprint for Fishing Tackle. If the proprietor doesn’t know the misprint, he should know it.” thought a passing angler. He went into the store, and told the proprietor about it. The proprietor thanked him profusely. To hear it, the angler asked if he was the first one who had pointed out the problem to the proprietor.
Then the proprietor replied, “Oh, no, we’ve had many customers come in for the advice. And they all bought something while they were at it.”
The proprietor had been aware of the misprint since forever. But because he had found that this misprint contributed to have the customers who, without it, would have just passed by drop in the store, like this one, he kept the misprint as it was. Or he, a shrewd businessman, may have predicted this effect, and wrote the misprinted sign from the outset.