Introduction – The Next Big Thing |
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How pivotal new industries are spawned by scientific
breakthroughs—like the automobile industry of 1908 or the
personal computer industry of 1981 |
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Why wellness, spawned by recent breakthroughs in
biology and cellular biochemistry, is the next big thing of
the twenty-first century |
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Defining the existing $1.5 trillion U.S. medical
business or "sickness industry" and defining the nascent
"wellness industry," projected to reach sales of $1 trillion
in the next decade |
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The five distinct characteristics of pervasive
industries that successful investors and entrepreneurs look
for, and how these five characteristics apply to
wellness |
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Table
of Contents |
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Chapter One – Why We Need a
Revolution |
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How 61 percent of the US population
became unhealthy and overweight |
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How wellness became my cause |
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How consumers are manipulated by the
$1 trillion food and $1.5 trillion sickness industries |
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How traditional Western medicine
rejected wellness, and why people often reject new ideas (and
what you can do about it) |
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Lists $200 billion in existing
opportunities for entrepreneurs to make people well-in such
areas as healthy food, wellness insurance, exercise, and
dietary supplementation |
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Table
of Contents |
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Chapter Two – Understanding and Controlling the Demand for Wellness |
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Why the baby boom generation, currently ages 36-54, is
driving the current $200 billion in wellness sales to $1
trillion |
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Why upscale consumer demand is
insatiable |
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How to ride the shift between quantity
demand and quality demand for long term success |
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What most new entrepreneurs fail to
understand about the economy |
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Why a time of rising unemployment can
be the best time to start a new business |
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How the vitamin business shifted from
sickness to wellness |
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Table
of Contents |
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Chapter Three – What You Need to Know
About Food |
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What is food, and why do we need it |
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How the $1 trillion food industry
exploits our prehistoric biological programming for food |
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The two major problems with our modern
food supply-causing obesity and malnutrition-and what you can
do about them |
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How our bodies remanufacture all our
cells on a daily to monthly basis, and why we need our daily
supply of proteins, vitamins and minerals |
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Empty calories – the core of the food
supply problem |
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Table
of Contents |
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Chapter Four – Making Your Fortune in Food |
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The two main areas of wellness food fortunes – producing
healthy foods and teaching consumers about healthy
foods |
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How religion and government fell
behind the wellness revolution |
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The dairy deception – 40 percent of
our obesity comes from dairy products |
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The soy solution – business
opportunities in soy |
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The soy wonder – Steve Demos of Silk
soymilk products |
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The Gardenburger story, and how you
can avoid making the same mistakes |
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Special opportunities for wellness
restaurant entrepreneurs |
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Table
of Contents |
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Chapter Five – Making Your Fortune in Medicine |
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Why most wellness medical fortunes will be made by people
outside the medical industry |
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Hippocrates: the first wellness
physician |
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How the invention of the microscope
caused modern medicine to miss wellness |
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The invention of multivitamins and
multilevel marketing |
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Consumerlab.com – making your fortune
in wellness information Why up to 1/3 of dietary supplements
fail |
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The wellness cardiologist –
opportunities for medical practitioners |
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Physical exercise – Jill Kinney of
Club One builds a $100 million fitness club |
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Table
of Contents |
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Chapter Six – What You Must Know About Health Insurance |
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The new economic slavery – how the lack of health insurance
makes millions of employees into indentured servants |
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How employers became the providers of
medical care, and its effect on the sickness industry |
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Squeezing the most out of those who
can afford the least |
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Treating symptoms versus prevention to
create lifelong daily customers |
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The coming crash of health insurance,
and why employees feeling the safest are the most at
risk |
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The solution coming in 2002-2003 for
wellness-oriented entrepreneurs |
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Table
of Contents |
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Chapter Seven – The Goldmine in Wellness Insurance |
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Wellness Insurance – health insurance to prevent disease
and its effect on the wellness industry |
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High Deductible Health Policies
(HDHPs) – How the average healthy US family wastes up to
$3,000 per annum on their health insurance |
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Wellness Savings Accounts (WSAs) and
Medical Savings Accounts (MSAs) |
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Combining HDHPs with WSAs/MSAs to
create Wellness Insurance |
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Structuring opportunities for Wellness
Insurance - for yourself, your dependents, your employees, and
your customers |
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Appendix 3 – explaining Wellness
Insurance to your associates |
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Appendix 4 – explaining Wellness
Insurance to your customers |
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Table
of Contents |
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Chapter Eight – Making Your Fortune in Wellness Distribution |
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Why distribution is the key to wealth in our modern
economy |
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How the distribution opportunity has changed in the 21st
century, from
| Physical distribution
is the process of helping customers physically obtain
products and services that they already know they
want |
physical
distribution to
| Intellectual
distribution is the process of educating
customers about products and services, typically items
that they either don't know exist or don't know are now
affordable |
intellectual
distribution |
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Category Busters – A supersized wellness
distribution opportunity |
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Surviving and thriving in the new era of zero
marginal product costs |
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Combing High-Touch with High-Tech |
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The impact of the internet on wellness
distribution |
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Table
of Contents |
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Chapter Nine – Staking Your Claim |
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Where is the best place for you to stake your claim in this
emerging $1 trillion industry that does incredible
good |
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Becoming a toolmaker – providing tools
and services to the wellness industry |
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Staking Your Claim in Wellness
Finance |
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Getting started – how most
entrepreneurs start their business after first being
unsatisfied customers |
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Combing your prior life experience
with your new wellness business |
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The Wharton Secret |
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Staking your claim through your
religion |
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Table
of Contents |
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Chapter Ten – Epilogue: Unlimited Wellness |
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Why wellness is unlimited – understanding DNA and its
immediate wellness opportunity |
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How many of the 2.5 million new US
millionaires in the next 5 years will come from wellness |
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More than just money, the opportunity
to do incredible good |
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The importance of sticking to your
plan – understanding frequency |
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The "invisible hand" behind
wellness |
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Appendix 4 – how pending US healthcare
reform will affect wellness |
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Table
of Contents |
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Appendix – Summary of Wellness Insurance |
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Wellness Insurance™ is a new
health insurance program that covers expenses incurred to
prevent disease-like weight control, vitamins, supplements,
and exercise—along with major medical expenses above an annual
deductible. Traditional health or "sickness" insurance pays
only for medical expenses when you are sick, and pays mostly
for treating the symptoms of disease rather than for the
prevention or disease. Individuals can obtain Wellness
Insurance™ today by combining a combining a High-Deductible
Health Policy (HDHP) with a savings account to invest in their
wellness, such as a Medical Savings Account (MSA) or a
Wellness Savings Account™ (WSA™). Here's a brief summary of
why every eligible healthy individual should switch to
Wellness Insurance™.
1. Cost Savings – The
typical family no- or low-deductible health insurance policy
costs about $5,000 per year. A family HDHP with a $2,500
annual deductible costs about $2,000/year, a $3,000 annual
savings. Even if the insured gets very sick and has to spend
the full $2,500 deductible, he or she is still ahead $500 per
year after switching to an HDHP.
2. Wellness Investment –
Since the people who get accepted for HDHPs are healthy,
switching a family to a HDHP typically saves them up to $3,000
per year ($250 per month) in additional cash to spend on
wellness (vitamins, supplements, exercise) to keep them
healthy. Only approximately 78 percent of US citizens with
private health insurance today are healthy enough to qualify
for an HDHP.
3. Guaranteed Coverage for
Life – Once someone has an individual (versus a group)
HDHP, no matter how sick they or a dependent become, or what
conditions they develop, their policy cannot be dropped nor
premiums increased for this reason. This allows HDHP insureds
to change jobs or go into business for themselves without
being limited by preexisting medical conditions in their
family (provided such conditions develop after they first
obtain an individual HDHP policy).
4. HDHP Income Tax
Advantages – Beginning 2002, self-employed individuals
can deduct from their taxable income 70 percent of their
health insurance premiums, and 100 percent in 2003 and
thereafter.
5. MSA Income Tax Advantages
– Individuals with Medical Savings Accounts (MSA) may take a
tax deduction for up to $3,800 per year (increasing annually
with inflation in $50 increments) that they put into their MSA
until age 65, with the investment returns accumulating
tax-free. This money can be taken out tax-free anytime for
medical expenses, or like an IRA, for any purpose after age
65. While Congress has extended MSAs only until 2003, anyone
opening an MSA before then receives these benefits for
life-including the right to make future contributions until
age 65 even if Congress terminates the program in 2003 (which
is unexpected).
6. Super Customers – A
wellness provider can combine a subscription wellness product
offering with the WSA component of Wellness Insurance-creating
a class of "super customers" who have ready funds available to
invest in their wellness, often on a tax-advantaged basis.
7. Dependent Coverage – Most
employees receiving group health insurance from their employer
today reimburse their employer separately for dependent
coverage. Switching their dependents to an individual HDHP
will typically save them up to 60 percent in premiums for
their dependents and guarantee their family members affordable
coverage for life-regardless of what happens to their job or
what medical conditions their dependents may develop in the
future.
Table of Contents
Appendix – Frequently Asked Questions About Wellness Insurance |
1. What is "Wellness Insurance ?
Wellness Insurance is health insurance that covers expenses incurred to prevent disease—like weight control, vitamins, supplements, and exercise—along with major medical expenses above an annual deductible. Traditional health or "sickness" insurance pays only for medical expenses when you are sick, and pays mostly for treating the symptoms of disease rather than for the prevention or disease.
2. How Can I Get Wellness Insurance Today?
Employers and health insurance companies will begin offering wellness insurance in several years. But you can get Wellness Insurance today by combining your own High-Deductible-Health-Insurance-Policy (HDHP) with a Wellness Savings Account (WSA). A WSA, as further explained herein, is an account used to pay for wellness expenses which could be established with a wellness provider or a third-party financial institution.
3. What is a High-Deductible-Health-Insurance-Policy (HDHP)?
A HDHP is a traditional health insurance policy with a higher-than-usual annual deductible-you are only reimbursed for medical expenses incurred above a cumulative annual amount, typically $2,000 to $4,500 per year, but you typically save this amount or more in your annual health insurance premium.
4. Why Would I Want an HDHP?
With an HDHP you decide how to spend the first few thousand dollars for your family's medical care without having to ask anyone's permission or argue later on for reimbursement. You can join your own Health Maintenance Organization (HMO) or Preferred Provider Organization (PPO)—although most HDHP providers include PPO membership at no additional charge. You can select your own discount pharmacy plan, eyeglass plan, vitamins and supplement plan, fitness club membership—or any other customized wellness or sickness services. But, most of all, if you are healthy, you will save thousands of dollars that you can invest today in your continued wellness.
5. How Much Can I Save With an HDHP?
The annual premium savings with an HDHP is usually equal or less than the annual deductible amount. For example, a typical low- or no-deductible health insurance family policy may cost $5,000 per year, while the same policy from the same insurance company with a $2,500 per person annual deductible may cost only $2,000 per year-a $3,000 reduction in the annual premium. With this HDHP, even if a member of your family gets very sick and you have to pay for the first $2,500 of their medical expenses, you are still ahead $500 per year. And if you all remain well, you have up to $3,000 per year extra cash to invest in your continued wellness and save for future health expenses.
6. Why is such an HDHP Up to $3,000 Less Expensive?
Two reasons: (1) The first $2,500 per year of a family's medical care is typically spent in $100 increments in 25 transactions-and it costs the insurance company $30 or more to process the paperwork for each transaction ($2,500 medical cost + $750 processing costs = $3,350); and (2) Only healthy people without pre-existing medical conditions qualify for HDHP-insurance companies generally reject about 22 percent of HDHP applicants because they or someone in their family has a preexisting medical condition.
7. How Come I've Never Heard About HDHPs Before?
Three reasons:
(a) If you have a group health insurance policy, your employer doesn't want you to leave the group since your typical $5,000 annual premium goes to support other less-healthy group members;
(b) Insurance brokers do not actively promote HDHPs for individuals since the commission is about 1/3 to 2/5 of the commission on a non-HDHP policy; and
(c) If insurance companies tried to advertise HDHPs, they would get applications mostly from unhealthy applicants-which are expensive to process and cause regulatory problems for the insurance company when many of them get rejected.
8. What if a Member of My Family Becomes Chronically Ill?
This is the best part about an HDHP. Once someone has an individual HDHP, no matter how sick they or a dependent become, or what conditions they develop, their policy cannot be dropped nor premiums increased for this reason. This allows people with an HDHP (versus employer-provided group health insurance) to change jobs or go into business for themselves without being limited by preexisting medical conditions of themselves or a dependent.
9. What if I Receive Free Health Insurance From My Employer?
Even if you receive free health insurance from your employer, you should consider getting a HDHP for your dependents and possibly for yourself. Most private employers charge employees for dependents who participate in the company's group policy—and if your family is healthy it could be much less expensive to buy them an individual HDHP. This will guarantee your family coverage if anyone develops a medical condition and you have to change jobs or your company plan is terminated. Additionally, ask your employer about restructuring your job (e.g. as an independent contractor) so that you get paid more if you drop out of the company's group policy.
10. What are the Tax Implications of Paying for My Own Health Insurance?
Thanks to recent federal legislation, beginning in 2002 self-employed individuals may deduct 70 percent of the amount they spend on health insurance, and 100 percent in 2003 and thereafter. Prior to this legislation, it was often not advantageous to obtain your own health insurance since employer-provided health insurance enjoyed up to a 2-to-1 income tax advantage over purchasing health insurance yourself with after-tax dollars.
11. What is a Wellness Savings Account (WSA)™?
A Wellness Savings Account (WSA) is a deposit account you open with a wellness provider or at a third-party financial institution to invest the money you save by having an HDHP—this money is used to pay for current wellness expenses and the deductible amount on your HDHP should you become ill. Anyone with an HDHP should have readily-available savings of at least the annual deductible amount (e.g. $2,500) in case they or a family member become seriously ill.
12. What is a Medical Savings Account?
A Medical Savings Account is a special type of WSA authorized by Congress on an experimental basis until 2003. Similar to an IRA, you receive a deduction from your income taxes for up to $3,800 per year that you put into your MSA, your interest and dividends accrue tax-free, and after age 65 you may take your money out without penalties for non-medical purposes. But even better than a IRA, you may take your money out anytime tax-free to pay medical expenses before or after age 65.
13. How Do I Quality to Open an MSA Account
In order to qualify to open an MSA, you must first obtain a special type of MSA-approved HDHP with a $3,050-$4,600 annual cumulative family deductible. Then, you are allowed to invest in your MSA up to 75 percent ($2,300-$3,800) of this deductible amount each year. These figures are all increased annually with inflation in $50 increments, and are roughly half these amounts for single (non-family) individuals. To qualify for an MSA you may not be covered under any other major medical plan.
14. What Happens to My MSA After 2003?
Congress is allowing only 750,000 individuals to open MSAs until 2003-at which time the program expires unless it is renewed by new legislation. However, even if the program is terminated, anyone opening an MSA before December 31, 2002 receives these benefits for the rest of their lives-including the right to make continued annual contributions of $3,800 or more until age 65. Most political analysts today expect the MSA program to be extended and expanded before 2003.
15. What is a Super-MSA™?
A Super-MSA is an MSA designed for higher-income taxpayers with family income in excess of $75,000 per annum. You contribute the maximum each year to your MSA, but do not plan to make annual withdrawals except for emergencies. The money in your Super-MSA is invested for the highest long-term return and accumulates interest and dividends tax-free. Since taxpayers today receive all their income tax deductions when they put money into their MSA (versus taking it out for medical expenditures), there is no financial incentive to remove it before retirement-provided they have other funds available to pay medical expenses below their HDHP deductible. MSA funds accumulate interest tax-free, and MSAs have all the advantages of an IRA and then some-thus the first savings account any taxpaying family should have should be their Super-MSA.
16. Can Employers Offer MSAs and HDHPs to their Employees?
Yes. Employers with up to 50 employees may offer MSAs with HDHPs to their employees. If the employer grows beyond 50 employees, they are allowed to continue to offer MSAs to all employees provided their average number of employees since 1996 remains below 200. The employer obtains a group HDHP for all employees and makes equal contributions to each employee's MSA-tax-deductible to the employer and tax-free to the employee. An employer-sponsored MSA program saves employers money over group health insurance-while offering healthy employees an up-to-$3800 after-tax bonus (worth up-to-$7600 in pre-tax wages) to spend on wellness today or save for future medical expenses.
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Table of Contents |
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