"I can't remember the first song I learned to play on bass, but the first song I learned to play on guitar was 'For Your Love' by the Yardbirds. That kind of was the beginning for me. I thought it was a great song and I loved the open chord progression at the beginning of that song."

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Marketers have long known that a name can make all the difference when you're trying to move the merch. The kiwifruit was once the Chinese gooseberry, after all - at least until the produce peddlers wised up - and the Chilean sea bass was once the singularly unappetizing Patagonian toothfish.

— Jeffrey Kluger