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Joe in 2004: Put a Lid on It

It was a moment that would make any Jewish breast swell with pride: No, not Senator Joseph Lieberman entering the race for the Democratic nomination for president of the United States, but the record-breaking time it took a company to cash in on it. At joebeanie.com, you can find a white leather yarmulke for $12.95 with a ‘Lieberman 2004 President’ logo in patriotic red, white and blue. According to the official press release from joebeanie.com — which is unaffiliated with the Lieberman camp — the kippah is ‘culturally significant, fun [and] fashionable’— if a bit kitschy. ‘This isn’t a business, it’s not something we can make a living at, obviously,’ said Jason Erkes, the founder and president of the Web site. But the site currently gets as many as 4,000 hits a day.

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