It’s anyone’s guess why Boyce Thompson, the founding editor of ProSales magazine, still keeps an old Modem to Load ‘Em mug around the house. The mug, dating back to 1992, has survived several moves and innumerable kitchen purges designed to reduce kitchen inventory to only essential items.
Thompson appears to have a lasting sentimental attachment to the mug, which he proudly hands to visitors when serving coffee. Its catchy slogan invariably begs the question, “What’s This?,” to which the former editor proudly applies: “It’s a mug I picked up from Truitt and White Lumber in Berkeley. They were among the first to facilitate the online ordering of building materials by contractors.”
That’s usually about as far as the conversation goes.