The Chuck Box – Tempe, Arizona
“I’ll have the great big one,” the barrel-chested behemoth behind me chortled. One of his companions, a bookish nerd followed up with “I’ll have the big one.” Not to be outdone, several male Arizona State University (ASU) students took turns ordering either the “great big one” or the “big one.” Each order was followed by raucous laughter as if they were the first students ever to place their orders for burgers named for their respective sizes (the burgers, not the students’ manhood). Not one of them dared ask for “the little one” for fear of being humiliated or even ostracized by their fellows. “What a brilliant marketing strategy!,” I thought as I, too, ordered a “great big one” even though…