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So the other day I was alerted by a Facebook friend to one of the latest YouTube sensations - a video for a new product called Ultra Ever Dry. You can see the video here: http://www.youtube.com/watch?v=IPM8OR6W6WE

My first thought was - "Wow! I could put that on my dinner plates and never have to do dishes again!"

My second thought was - "Hey, I bet they were caught by surprise with a viral mega hit on their hands - I wonder how they're doing with their online sales?"

Turns out, not so well.

A quick Google search for Ultra Ever Dry turned up the usual suspects: wildly divergent pricing, a sold out Amazon page, and (worst of all) a single user rating of 1 star. If I were the average consumer, I would probably  assume the whole thing was an over-hyped fake and go on with my life.

It's clear in this case that Ultra Ever Dry hoped for the best (putting out a really cool YouTube video showcasing their product), but didn't actually prepare for the best (nearly 5 MILLION views as of this writing.

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